Candid PR interview: early Justin Bieber celebrity coverage

Here’s one of Justin Bieber’s first-ever TV interviews, from 2009. Long before his albums went platinum, celeb relationship coverage, misdemeanours, pet monkeys and tattoos, Justin was just a kid from Stratford, Ontario with a massive YouTube following.

I developed the idea for some positive PR coverage using a fun, quiz-style shoot, based on Justin’s first single, One Time. This format used an appealing style tailored to the channel’s audience and Justin’s young fans. I also led the interview, coordinated objectives and execution with Justin’s management, directed the camera person and edited the video.