(Dagbladet): The attention surrounding pop singer Justin Bieber has reached unusual heights after 21-year-old walked off the stage after just one song on Chateauneuf Thursday night.
As the dramatic cancellation was a fact increased interest in Dagbladet readers considerably through the night and the days afterwards, also in the number of cases.
Just in Norwegian newspapers have about 120 articles written about Justin Bieber and Norway visit since last Wednesday, according to figures from the Retriever, which is the provider of media monitoring in Norway.
One million viewers
Essentially, these articles written in the country’s largest newspapers, NTB, Aftenposten, Dagsavisen, Dagbladet, VG and class struggle with several.
On the web is a total of 414 articles written since last Wednesday. In addition, matters in television broadcasts and a huge interest in social media. Yesterday television figures which showed that “Late Night” drew more viewers than they have done in five years.
– Generally speaking, one can say that if we would’ve had the same range and scope of an advertising campaign that the discussion Bieber has received, had been penetrated a hefty marketing budget. At almost every five Norwegians as weft on Senkveld, with the length it had, has a value that it is almost impossible to buy, says Hanne Kjærnes in PR-operators.
The drama was duly covered ahead of Friday’s “Late Night” with Thomas and Harald, where Bieber was a guest before he went on stage, went as planned. And it very good support from TV viewers.
At the most followed 997,000 viewers Friday’s broadcast, while 895,000 on average so the entire consignment, reports TV 2 on Monday morning.
– Although the discussion has largely been negative has enough discussion generally had greater value than the purchase of advertising space. Who in Norway is it that has not discussed Bieber least once since Thursday ?, asks Hanne Kjærnes adding that she does not think Bieber’s behavior was a directed stunt.
– tenfold attention
– With the huge media coverage before, during and after Justin Bieber’s visit, it’s nice to see that so many would follow the broadcast, said the channel’s program director Jarle neck in a statement.
The rector of Markedshøyskolen Trond Blindheim believe it is difficult to estimate the PR value of what he believes is a planned stunt from Bieber’s side, in monetary terms.
– This is rockn ‘roll marketing deluxe. This is modern artistry where everything is about the struggle for attention. This is simply genial marketing, says Blindheim that thinks it’s his way of positioning themselves.
– He has tenfold media attention. He has received tremendous response for a small stunt, much more than if he had conducted a regular concert. The stunt has become a media serials, which has won the attention, he said.
Believes shock exit was planned
Charging with scandal-exit under “Late Night” concert as bronchitis-message ahead of Norway -Visit and an interrupted interview with Spanish press just before taking his snout against Norway could not have been better timed before tune-release of “I’ll show you” Sunday night, according to PR experts.
song that deals with life in the spotlight and how demanding and tough life is, can be related to his behavior during the mini-concert in Oslo on Friday.
– At the new track was released three days after the now much-publicized concert in Norway, only reinforces my suspicion that concert-exit was planned in detail. Justin Bieber knew he was going to get off the stage long before he went on, says Trond Blindheim on Markedshøyskolen.
The behavior under Norwegian visit created massive press coverage in Norway and shortly thereafter became the event duly covered as “breaking news” of the international media as well.
– It is impossible not to have been joined by Bieber’s behavior. For TV 2 must be fun. It is clear Bieber get more PR of this than if he had conducted the concert and maybe he hijacks several male fans when he behaves so mischievous. The value of TV 2 is good. They hijacked extra market on Friday night, and especially among the young viewers that they do not hit so well every day, says Marianne Massaiu, broadcast manager at Mediacom.
– Well directed
– When you see how happy he was throughout the day, and see how little it took before he left the stage, it looks as if this was something he provoked himself, says Hans-Petter Nygard-Hansen communications consultant, speaker and founder of communications agency KommFrem.
He described the incident in his weekly media podcast, and believes that the incident fits a little too good title on a of the artist’s new songs.
– He was instantly out by saying Sorry to Instagram, and what is called the song he has released, Sorry. This is well directed, unfortunately, he said.
Lecturer at BI, Cecilie Staude is not convinced that Bieber’s conduct was directed.
– It would surprise me if this was really directed. I have difficulty seeing that this is a PR stunt. I rather think his behavior indicates that he had a bad day. He does not need much more pr than he already has. There is only speculation, says Staude Dagbladet.
With Friday’s bright figures set “Late Night” a high-water mark they have not turned on for several years. Bieber-shipment is the most put episode of the talk show since autumn 2010, says communications manager Jan-Petter Dahl told Dagbladet.
Dagbladet has been in contact with Bieber’s record company, Universal. Promotion Manager Margit Bohn told Dagbladet that they will not speculate about popstar interrupted performance was a PR stunt or whether it has raised 21-year-old market.
She’d rather not say anything about the stunt will have consequences for Bieber.
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