Canโt believe Iโm posting for the first time since leaving Team 10 to comment on Justinโs Coachella set lolโฆ
Anyone calling it lazy is missing the business.
He sold his publishing and artist royalties to Hipgnosis in 2023. UMG owns the master recordings. Every minute he spends performing the old catalog is a minute he's putting in work for other people's royalty checks.
Playing the YouTube videos costs him nothing. No band, no backup singers, little production. Fans still get records like Baby, Sorry, Beauty and a Beat, and Never Say Never. All the nostalgia, none of the overhead. He saved his actual performance for Swag, which is the era he owns.
He also got discovered uploading videos to YouTube as a kid. A laptop on the main stage is the most intimate, on-brand, and authentic thing he could've done.
And he's in a completely new chapter doing it the way he wants. No Scooter, new team, new business structure. Full control for the first time in his career.
If you didn't like it, you're just not a Belieber ๐คท๐ผโโ๏ธ
We are the internet generation. The reason Justin Bieber is on that stage is because he was discovered on YouTube.
This is great storytelling. People are complaining, but this is beautiful. Watching your whole career play back in real time
Iโm happy he is back on stage!!
Iโm sorry youโre just not going to convince me this is bad lol. This is the definition of full-circle. Look at how far doing covers in his living room as a child took him.