Once one of the more controversial singers in the world, Justin Bieber continues to be scorned by many but remains with a devoted fan base. Canadian by birth, Bieber’s fan base is international but largely is comprised of the teenage set. Once using his “no parents, no rules,” mantra to draw his fans, he has now avoided most of the negative publicity that has launched his net worth into the $225 million range, though some estimates put that figure even higher.
Bieber learned the value of social media at an early age, using YouTube to upload cover songs. These earl efforts would draw considerable attention, and his YouTube channel was catching the eyes of a number of producers and recording studios. He would eventually catch the eyes of Usher who recognized Bieber’s considerable talent and signed him to a recording contract. From there, he would go on to sell 11 million albums in the United States and more than twice that world-wide.
By the time he was 16 years old, he had an estimated net worth of about $500,000. Then in 2010 he would cut “My World” and “My World 2.0” – a 2 part debut album that after only 2 months would make him an international name. With all those 2’s we cannot be sure that it isn’t something more than just coincidence, but to date it has earned a 5 time Platinum rating and is the first debut album to have 4 Top 40 Billboard singles. It took less than 2 years (there is that number again) for Bieber to capitalize on his success and add $40 million to his net worth by the end of 2011.
He would find additional value in social media and product branding along the way. Through endorsing select merchandise and making himself available for product endorsements he was making an estimated $50 – $70 million a year between 2012 and 2013. While currently having an estimated 5 million international followers on YouTube and other social media, he managed a contract with Calvin Klein that would result in an underwear campaign that drew 3.6 million followers. Though exact figures are unknown, it has been reported that this single venture would net him enough to but at least one new home. 2014 would be the year Bieber went over the $200 million mark in estimated net worth.
With popularity comes the next step of touring and doing concerts, and Bieber would add to his net worth total after hitting the road. In 2016, he went on his “Purpose” tour, and by touring North America that part of the tour alone would translate into $163 million in tickets sold by averaging $92.70 per ticket. That was the most noticeable of his tour successes, but he would go back performing to the same North American crowd in 2017. We are awaiting exact numbers for those events, but estimating it grossed more than $100 million is a conservative guess.
Looking at some of his individual recording successes, the first of many hit songs to follow was “Baby,” which added more than $5 million to his coffers and continues to draw YouTube viewers after selling more than 15 million singles. The last count had 1.1 billion YouTube views for “Baby.” He followed up his debut album that sold almost 700,000 copies with a strategically placed album for the Christmas holiday season of 2011 that saw 2 million copies being stuffed in the stockings of his growing international fame base.
But we can’t ignore the value of free publicity during his singing career that began in 2009. He was definitely controversial in his early years, appearing as a headline in many of the tabloids and being the cover story on many entertainment news shows. If it was part of an overall marketing strategy it worked well, because Justin Bieber has become a household name in many countries around the world. The fact that he was only 16 when becoming a celebrity bad boy was a huge advantage because people are always willing to forgive youthful behavior.
Yet he continues to increase his net worth after repairing his apparently once damaged brand. A look at the numbers above show people still tuning in to listen to his “baby” YouTube video. Only the occasional piece of negative publicity makes the entertainment media, and he has added a number of business ventures to assure his net worth will continue to rise in the future.