If you think they are nowhere to be seen in the industry, think again.
Try to ask anyone who Justin Bieber or Miley Cyrus is and they will definitely give positive responses. Yes, they know them well, right? They’re both well-known pop artists who many young adults look up to.
Parents have to admit that they have bought a Justin Bieber album for their kids. And they have to admit that they have allowed their kids to attend a Miley Cyrus concert, or watch Hannah Montana on Disney Channel.
Let's take a look at rebranding 101 from Miley Cyrus and Justin Bieber.
First there was Britney Spears, then there was Lizzie McGuire, played by Hillary Duff. A few years later, there was Hannah Montana, a pop-singer who lived a double life as Hannah and Miley in the Disney Channel hit TV show, Hannah Montana. It’s not just the young girls in your neighborhood who loved her. Even moms adored her and her cute outfits. In short, everyone has simply looked up to her as she has the crown for being a Disney Channel queen. Taking her first step to stardom in an early age, she had recorded an album before she turned 13, not to mention a clothing line as Disney launched it in the year 2007.
Although there were a lot of Disney child stars sprouting, they all stepped aside as Cyrus took the stage. However, as she passed through the teen stage and has moved on, her fans did not leave her hanging. As a matter of fact, her fandom has even doubled. To prove this, not only did the twerking performance during the VMA's capture the audience, but her naked ride on a wrecking ball performance from her original song, ‘Wrecking Ball’ hit 231 million views on YouTube.
Sure, there may be parents who were outraged as she changed her image. The reason is simple, what may have worked for the young kids when she was still Hannah Montana may not work now and for older audience.
On the other hand, people, both young and old, perfectly know Justin Bieber. If it weren't for YouTube, he would have not been introduced to Usher by Scooter Braun. From then, people have known him as the young Canadian blonde with the cute smile and hairflip. This image or branding worked pretty well for him. A wholesome and innocent look was what people look up to.
Again, just as Miley Cyrus, he could not stay with this kind of image forever. As he got older, he began to show another level of sophistication. And although some of his fans left, changing his image has even increased his target market. With a smart digital marketing strategy, he was able to reach 46 million followers in social media.
You may have noticed how these two artists changed their hairdos, fashion, and music style to meet their fan's needs.
Even if Justin received boos during the Billboard Music Awards, this did not stop him from changing his image. He continues to be edgy and exhibit a ‘bad’ behavior. Transforming his image allows his fans and followers to continue and never stop supporting him.
Believe it or not, losing their young audiences is disappointing, but as they grow older in their musical career, so do their fans. A quick change of image or a little rebranding allowed them to boost their sales.
Fun Fact: In case you didnt know, Justin Bieber fans call themselves "Beliebers", while Miley Cyrus fans call themselves "Smilers".
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