In April 2014, a petition to the White House calling for the deportation of Justin Bieber went viral. At the time, the young singer found himself embroiled in a slew of negative circumstances, including driving under the influence and allegations of drug use, that suggested his career might be on the verge of implosion.
Talk about a transformation.
Fast forward to 2016, and Bieber is once again on top of the world. The singer has won his first Grammy, embarked on a tour for his fourth album that spans more than 100 cities around the globe and has at least two chart-topping singles this year. Meanwhile, the abundance of bad Bieber press hasn't done much to his bank account: The singer has a net worth of an estimated $200 million, according to Celebrity Net Worth. He also topped Forbes' list of highest-earning celebrities under 30 in 2014, taking in an estimated $80 million over a one-year period.
How did Bieber transform his brand so dramatically, regaining much of the music world's respect, in less than a year? Not unlike a big company that struggles after a big blunder, the singer, who just turned 22 in March, essentially went through a rebranding.
"For most stars, as their fan base matures so does their entertainment choices," said Jim Joseph, Americas president of Cohn & Wolfe Public Relations, adding that like most troubled childhood stars, he needed to effect a major transformation to stay relevant in the ever-changing world of popular culture.
"He needed to mature to hang onto his own fan base and to grow beyond it," Jospeh added. "The stakes are much higher as an adult and he needed to prove his worth in entertainment in order to stay current."