TOW #24: "Justin Bieber and the High Price of Whine" by Kurt Eichenwald

According to journalist Kurt Eichenwald, pop star Justin 
Bieber's antics represent bad brand management, not 
just something as common as bad parenting.

Just a few years ago, Justin Bieber was believed to be one of the most talented up-and-coming pop singers in the world. Nowadays, however, nineteen-year-old Bieber's immaturity and irresponsible antics have placed him a bit lower on the musical totem pole. In his piece "Justin Bieber and the High Price of Whine" that appeared recently in Vanity Fair, journalist Kurt Eichenwald examines Bieber's behavior and explains how damaging it has been to his "brand name".
Eichenwald is aware that because he dares to criticize someone like Bieber, people may instantly disagree with him without even hearing his argument or evidence. To combat this, Eichenwald declares, that he does not hate Bieber. In the beginning of the article, he writes, "I'll say up front: I think Bieber is immensely talented... He's obviously very hard-working. I found his rags-to-riches story inspiring..." At the end, Eichenwald reminds readers of his stance: "Again, I am not one of the 'haters'..." Eichenwald concedes that Bieber has many fine traits, and this makes him seem more rational. It indicates that he is not coming from a place of anger or hatred, but from one of interest. Readers are much more likely to consider Eichenwald's argument when they are assured that he is giving equal weight to both sides of the issue. 
Eichenwald includes several pieces of evidence to prove that Bieber's behavior is very bad for the brand that has been created around him. Besides providing the evidence, Eichenwald arranges it chronologically. He documents Bieber's speech after winning an American music award, which he began by addressing his critics, and the tantrums Bieber and his manager threw after a Grammy snub. Eichenwald also lists several of Bieber's other misbehaviors: "... passing out on stage; showing up so late to perform a concert that some fans booed; canceling a show; trying to attack a paparazzi while yelling obscenities..." It would be difficult for a reader to deny that Bieber has damaged his own reputation when they have so much evidence to prove it. The chronological arrangement walks readers through Bieber's hard and fast downward spiral, and they can easily compare the Bieber of the past to the Bieber of today.
"Justin Bieber and the High Price of Whine" may be an excellently written and interesting article, but Eichenwald did not totally prove that Bieber and his managers are not controlling the Bieber brand well. He did not mention serious infractions like reports of drug paraphernalia in Bieber's home and his drunk driving arrest, and did not provide any solid evidence indicating that public perception was turning against Bieber. If Eichenwald had done these things, it would be easier to convince readers that Bieber is following the path of many celebrities before him and is about to implode.

Article link: http://www.vanityfair.com/online/eichenwald/2013/03/justin-bieber-and-the-high-price-of-whine