Only July 11, Justin Bieber dropped his “Swag” album. It’s since gone on to sell about 300,000 albums, a very poor showing.
No real hit came from “Swag” except for “Daisies,” a modest chart entry.
Now, with sales mostly stagnant, Bieber has thrown out a Hail Mary pass. He’s made a video for a “song” called “Yukon,” showing off his 11 month old baby.
That’s the PR hook.
“Yukon” is something you don’t want to hear on the radio. It’s the sound a Alvin the Chipmunk voice singing over a plucking guitar. It might be the most annoying recording of this century.
The new video is popular — 1.9 million views plus almost 4 million for the original lyric video.
But no one is downloading “Yukon.” It’s number 56 on iTunes and has about 57 million streams on Spotify.
Also on YouTube is a version of Bieber singing the song normally, which has just 5,600 views. That version is at least tolerable.
Meanwhile, since Bieber posted pictures of himself shooting an Attack Rifle at a range, he’s amped up his Instagram posts with a flurry of pictures.
There’s no sense here of a marketing campaign. Just throw everything against the wall and see what sticks.
Interesting note: no matter how ludicrous the posts, Bieber’s hardcore fans love it. He can be stoned, shirtless, doing meaningless things, and comments below the posts congratulate him. It’s a weird take on social studies.
