From Usher to Justin Bieber to Carly Rae Jepsen: How Musicians Market Their Own

From Billboard:

This past week, Usher entered atop the Billboard 200 and Top R&B/Hip-Hop Albums with “Looking 4 Myself” and logged a 10th week at No. 1 on Hot R&B/Hip-Hop Songs with “Climax.”

Usher, famously, was instrumental in launching the career of Justin Bieber. After Scooter Braun became Bieber’s manager, he invited Bieber to sing for Usher. The result? The then-13-year-old Bieber joined Usher and Braun’s Raymond Braun Media Group and began his rapid ascent to pop culture prominence. Currently in the Billboard Hot 100’s top 10 for a 12th week with former No. 2 hit “Boyfriend,” Bieber is set to make the year’s splashiest bow on this week’s Billboard 200 with his third studio album, “Believe.”

Now, Bieber can take partial credit for the No. 1 song on the Hot 100. His viral video (above) of Carly Rae Jepsen’s “Call Me Maybe” – co-starring Selena Gomez and Ashley Tisdale, the clip has racked more than 43 million YouTube views – and an endorsement of the song to his more than 20 million Twitter followers helped propel the song up the chart and on its way to No. 1.

(“Big Shoutout to @carlyraejepsen for getting her first #1 on BILLBOARD HOT 100!! SO PROUD!! CANADA STAND UP!!!,” Bieber Tweeted on June 13. “@justinbieber … What can I say? I believe you when you say NEVER SAY NEVER! Thanks for believing in me. Really, really :),” Jepsen beamed back.)

From Usher to Bieber to Jepsen, an artist’s influence can help other acts garner greater popularity. Stars throughout the rock era, in fact, have long used their high profiles to help sway public opinion favorably toward developing acts in which they believe.

Surely consumers trusted Diana Ross’ taste when she introduced the Jackson 5 on Aug. 11, 1969, on the stage of California club The Daisy. With the quintet’s debut album titled “Diana Ross Presents the Jackson 5,” co-opting a name like Ross’ – singer of 12 Hot 100 No. 1s between 1964 and 1969 with the Supremes – the new group wasn’t quite so unfamiliar, after all.

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