Will Brown Bring Biebs Down?December 29, 2010
By Allison Checco, VP Account Services
When MTV News announced the latest music collaboration between Chris Brown and Justin Bieber, I just about fell off my chair.
I couldn’t help but be completely confused. What was Bieber’s team thinking? The Bieber brand is pure, like that of Miley Cyrus before she started pole dancing and doing other crazy stuff. Parents embrace him, kids love him and merchandise flies off the shelf faster than you can say Baby, Baby, Baaby Ohh. The kid even has a book on a New York Times Best Seller list. His brand is an empire that stands for goodness and innocence.
And now let’s look at Brown’s brand. Ahhh, it’s not so good. Yes, he’s been making strides since the recent domestic assault incident. He’s attended counseling and classes and completed his community service. And while everyone deserves a second chance, I’ll venture a guess that most people still think of a battered Rhianna when they hear his name.
I think Brown hit the jackpot by partnering with Bieber. Not only does he get instant access to millions of young Bieber fans, he gets to align himself with Bieber’s squeaky-clean image. It’s perfect for a fallen star trying to get back on top.
It seems like a lopsided partnership. Yes, Bieber’s been a big Brown fan and can be found singing his songs on YouTube before he hit it big. And yes, he’s partnered with other not-so-squeaky-clean musicians like Ludacris and Kanye West, but the decision to partner with Brown seems to bring along a lot of baggage.
Do you think Brown will tarnish Bieber’s image or will Bieber cast a shine on Brown’s?