NEXT: "There Is No Doubt That Justin Has Defined the Voice of a Generation"
Beyond the immediate sales effect of Mistletoe, Braun sees it as a steppingstone toward a larger destiny for Bieber.
"All the hype and the kids running down the street screaming, you lose the chance to say that this started because of the music. This album lets the music speak for itself," he says. "I don't want to draw comparisons, but there was a band during the British Invasion that had girls screaming at them. I think you know who I'm talking about."
21 Under 21: Justin Bieber (2011)
Whether the Biebs has a "White Album" in him or not remains to be seen. But the goal of longevity guides his team's decision-making: It informed the creation of the "Never Say Never" movie, which presented him as a young musical prodigy rather than a passing fad. It put him on the cover of highly regarded cultural barometers like Vanity Fair. "Mistletoe" is a similar step in that older, more credible, broader-appeal direction.
"There is no doubt that Justin has defined the voice of a generation, and most certainly, many generations to come," says Barry Weiss, chairman/CEO of Universal Republic and Island Def Jam Motown. "He has the charisma, the natural talent and the drive and determination to last a lifetime."
While his schedule is jam-packed with promotion throughout the holiday season, Bieber, for his part, is focusing on the important stuff. "My favorite gift I ever got was my first bike, which was a red bike," he says. "It was right after I learned how to ride a two-wheeler."
And despite what "Mistletoe" says about forgoing the folks for a new love -- Bieber will actually be home for Christmas.
"I'll be with my family," he says. "I make sure I take time off to be with them around Christmastime."
Spoken like a true career artist.