Scooter Braun, Bieber’s manager and head of SB Projects, tells Billboard that the idea for the “What Do You Mean” social media campaign came together in the days prior to last month’s single announcement. “We were doing Knock Knock with Ryan Seacrest,” says Braun, “and I was like, if we launch the single on this day, it will be 30 days beforehand when we see you. And I want to start a countdown. I love countdowns.”
Following Bieber’s radio show appearance, the singer snapped a photo of Seacrest holding up a sign teasing “What Do You Mean’s” release in 30 days. “I wrote him that sign and I made him hold it,” says Braun. “I was like [to Justin], ‘You should put it up on your Instagram, and we’ll try to do a new person every day.’ Then I started reaching out to people, and everybody was down. It just kind of happened.”
Some of the artists that have participated in the campaign — Jepsen, Grande, Tori Kelly and Dan + Shay — have standing business relationships with Braun and his SB Management company. For the most part, however, Braun says the social posts have come as the result of a quick text message to longtime friends, from Ashton Kutcher to Ellen DeGeneres to Fifth Harmony, who have all been featured to Bieber’s 66.6 million Twitter followers and 36.8 million Instagram followers over the past month.
“He’s got a big Instagram [following] and is shouting them out, but they’re also rooting for him,” Braun says of the artists in the campaign. “They want to see him win, and they’re encouraging him through their participation. I can’t tell you how easy it’s been, because of all the good will people have towards him. There’s been a real sentiment of, ‘All right, young man. Let’s kick some ass.’”
On Wednesday (Aug. 19), the rollout kicked into high gear when Bieber direct-messaged different lyrics from “What Do You Mean” to 49 randomly selected Twitter followers. Each message included a clock animation with a different time that corresponded to the lyric’s placement in the song, and Beliebers spent Wednesday collectively piecing together the upcoming single’s lyrics in order.
Justin Bieber's Reclamation Project Begins with 'Where Are U Now'
Def Jam CEO Steve Bartels says that the extensive “What Do You Mean” rollout reflects the nature of the “music, visuals and overall creative marketing” of Bieber’s next studio album. In other words: “What Do You Mean” is only the beginning of a months-long Bieber blitz.
“Sure, a surprise element adds excitement,” says Bartels, “but we are confident that the anticipation and sense of community we’ve built through our strategic marketing initiatives will outweigh the popular ‘surprise release’ trend.”
The past few weeks of teasing “What Do You Mean” have also given Bieber an opportunity to rehearse the song live, shoot its corresponding music video (which was completed, along with a new lyric video, earlier this week) and to finish the rest of his as-yet-untitled album. The “What Do You Mean” campaign has been “so much fun” for Bieber, says Braun, but the pop star’s real prize is the release of his first proper full-length since 2012’s Believe.
“He’s more excited and anxious about the album coming out,” says Braun. “He’s worked on it so hard, and it really is a body of work in which he opens up in a way he’s never done before. I think that there’s a truth in this music that he’s never exposed. When you’re baring your soul, once you finally get it on wax, you just want the world to hear it, to know it exists. You’ve made that move of being willing to say it, and I think he’s just anxious for the people to hear this music.”
In the meantime, Bieber fans will be able to watch him once again take the stage this weekend, when he performs at Billboard’s Hot 100 Festival at Jones Beach, N.Y. on Sunday night (Aug. 23). Bieber is a “special guest” performer, and will once again play “Where Are U Now,” his Skrillex & Diplo collaboration that reached the Top 10 of the Hot 100 chart, with Skrillex on hand as a headliner.
“We’re incredibly supportive of Skrillex — we came out at HARD Fest and at Ultra with him, and Justin loves the whole festival atmosphere,” says Braun. And is there a possibility that a snippet of “What Do You Mean,” teased for weeks on social media, will be revealed at Hot 100 Fest? “I think he might tease it, but he also might keep it under wraps,” says Braun. Fans will have to wait until Sunday night to find out.