Good publicity takes a lot of time and a lot of money… At least it is supposed to. It is supposed to require skilled publicists and promoters pounding the phones and bombarding the inboxes of every blog, radio station, magazine, newspaper and talk show to cobble together enough exposure to successfully launch a new artist’s first single, elevating them above the noise, breaking them into the competitive fold of popular culture’s elite. In most cases that’s what it takes, but in Carly Rae Jepsen’s case it took one tweet.
“Call Me Maybe by Carly Rae Jepson is possibly the catchiest song I’ve ever heard lol” Justin Bieber tweeted one day before New Year’s Eve, December 30th, 2011 and soon his followers retweeted the message 15,931 times, providing the initial inertia to get Carly Rae Jepsen’s career in the United States rolling along. Then with the support of traditional media and later radio airplay “Call Me Maybe” built up enough momentum to reach the number one spot on the Billboard Hot 100 and took up residency there through the summer.
The Bieb’s Twitter following soon became a news story. Articles in periodicals like The New York Times and New Yorker magazine featured quotes by top publicity gurus all confirming that the reach of Bieber’s Twitter account is remarkable. When Barry Lowenthal, who’s company Media Kitchen worked with Justin to release his perfume Girlfriend was asked about Bieber’s social media reach he replied, “Can you imagine what it would cost to reach more than 40 million people in mass media today? Ten million dollars, if that audience were reached through three commercials on the season finale of American Idol.” The 40 million number refers to Justin’s reach across multiple social media platforms but the point remains the same; Justin Bieber’s social media reach is a force to be reckoned with.
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