Sunday, September 1, 2013

The Experiment

When I say Justin Bieber is the greatest entertainer in the world, I am not being sarcastic. At the tender age of 19 he has achieved more in his life than most other artists do in their entire lifetime. He is the most popular celebrity on twitter (and internet) and he has the capacity to cause widespread sorrow and joy for millions of people around the world by his actions.

But (yeah there had to be a but there!). His clientele (fan-following to be precise) seems to be uniformly distributed across the teenage girls age-group. I am sure there are middle-aged men who swing to his grooves, but I am also sure that they are statistically insignificant.

Justin in Concert 

While Formula 1 as a sport is wholly uniformly distributed across men in the older age group and the category of men listening to Justin and seeing Formula 1 should (I am presuming) be a significantly low number.

I am not exactly sure about what was going on through the Singapore Grand Prix organizer’s mind when they decided to bring in Justin for the closing concert for the F1 Grand Prix. I mean, men my age, don’t particularly mind *seeing* Rihana, Shakira or Katy Perry in concert after an exciting F1 race. But seeing Justin would not exactly be a manly thing to do.

Rihanna in Concert

As someone pointed out to me, this could very well be the organizer’s last ditch effort to get teenage girls to come see F1 (cause I have heard that generation can do anything to see Justin and also loves to spend a lot – any marketer’s dream). So to see him live, a 3 hour race with cars roaring and zipping by is not really a discomfort. And after these gals see the race, they love the excitement and become avid F1 fans.

This probably will be the most significant marketing experiment of the century and business schools all around the world will study this event as an amazing  showcase of appealing to a new segment altogether by just bringing in their most favorite celebrity to perform. Or, I guess, I am really missing something really really big here.

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