Bieber Fever vs Fanloids

Last Wednesday, I attended, for the fourth time, Justin Bieber‘s Australian tour. As a 13 year old in 2011, I was mesmerised by the pop star, labelling him a genius. Now, as an 18 year old, I have come to realise that, perhaps, this is not the case.

An accurate depiction of my opinion then vs now:

When comparing Justin Bieber (a mainstream pop sensation), to the likes of Japanese Vocaloid, Hatsune Miku (the result of object animation), we begin to recognise the difference between craft and commodity. Justin Bieber is, very much, a result of mass production and commodification, having become somewhat more of a brand than an individual. He is surrounded by entities that exercise control to, ultimately, profit from the brand, that is, Justin Bieber himself. This trend of the ‘assembly line‘ results in the production of certainty, leaving little room for creativity and consumer engagement.



Hatsune Miku is an open source that allows for infinite customisation through collaboration, the result is the production of risk and uncertainty in the name of craftsmanship and advocation for the changing meaning of craft in a time of digital mediation.

Thus, when a product is standardised it is targeted at the masses and loses the value of craftsmanship, but when a product is customisable, it is for the individual.


6 thoughts on “Bieber Fever vs Fanloids

  1. Great way of explaining this concept! I like the use of gifs and can tell that you really put thought into the way you presented this post with your ideas. I would have liked to have seen a conclusion of what you personally think about all of this – even though all the information is helpful. Good read!


  2. Excellent comparison between Hatsune Miku and Justin the main idea behind Justin and what he has become, this glorified super star that is mainly seen as a brand rather than a human. Is the exactly what I see him as now nothing else, his individuality that he claims to have is something I feel is manufactured by his influences and motivations to continually stay relevant, in this forever changing environment. Great use of hyperlinks and video within your blog post it made it much more interactive and engaging for me to read.


    • My opinion on Justin Bieber definitely changed when seeing him for the fourth time earlier this month. It became so obvious how much of a commodity he has become ! Glad someone agrees with me ! Thanks for the feedback 🙂 Glad you liked it !

      Liked by 1 person

  3. Great comparison between the “craft” and the “commodity”. The contrast between Justin Bieber and Hatsune Miku really shows how we are transitioning from this idea of craft being totally artisanal and a linear process to this open source of creative freedom.
    When thinking about this from the idea of “the medium is the message” you could say that the message of Justin as a commodity is almost a lack of originality and freedom. He’s been made to build this brand for himself with no real room for his fans to really recreate or interpret it any other way that what his brand wants them too. On the other hand the medium of Hatsune is a completely open source. The fans are the creators and curators, they can enjoy the product of Hatsune because they’re involved in the process, they can make her what they want with total freedom.


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