RESULTS

200M
YOUTUBE VIEWS

1.3K+
EXCLUSIVE STORIES

32M
1ST WEEK VIEWS
BREAKING YOUTUBE ORIGINALS
DEBUT RECORD

BACK TO OUR WORK

YouTube Originals

BIEBER RETURNS TO YOUTUBE WITH ORIGINAL DOCUSERIES“JUSTIN BIEBER: SEASONS”

“Justin Bieber: Seasons,” which premiered January 2020, served as a homecoming for Justin Bieber, who skyrocketed to fame in 2007 after he was discovered on YouTube. Our job was to establish significant press momentum to drive high episodic viewership pre- and post series premiere with limited access to talent.

DRIVING PRESS MOMENTUM

The 10-episode original documentary series chronicled the making of Justin Bieber’s first album in four years and featured a behind-the-scenes look at Bieber’s private life. To give the series, YouTube and Bieber the proper spotlight they deserved, PR developed and executed a multifaceted comms strategy consisting of several peak moments.

The first included a trailer launch on Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest. We then inserted the docuseries in broadcast talk show appearances for the “Changes” album launch, securing press interviews with the Director and Executive Producers, leveraging exclusive clip reveals every week per episode with top tier entertainment press. Next, we amplified friends/fans only red carpet premiere featuring talent and creatives. Notable press moments for the series includes hits with The New York Times, Billboard, People, Entertainment Weekly, Vogue, and on broadcast talk shows Ellen, The Tonight Show Starring Jimmy Fallon, Nightline, and Good Morning America.

RESULTS

200M
YOUTUBE VIEWS

1.3K+
EXCLUSIVE STORIES

32M
1ST WEEK VIEWS
BREAKING YOUTUBE ORIGINALS
DEBUT RECORD

BACK TO OUR WORK
❮

View similar case studies

❯
LOS ANGELES

1840 Century Park. E 18th Floor
Los Angeles, CA 90067
+1 (310) 854-8100

NEW YORK

909 Third Ave., 19th Floor
New York, NY 10022
+1 (212) 878-5501

LONDON

2 Waterhouse Square, 140 Holborn,
London, EC1N 2AE
ukinquiries@rogersandcowanpmk.com

newbusiness@rogersandcowanpmk.com

©

2020 Rogers & Cowan PMK All Rights Reserved. | CCPA Privacy Notice
ABOUT US
NEWS & INSIGHTS
OUR WORK
REPRESENTATION
CAREERS
CONTACT
ABOUT US
WORK
CAREERS
NEWS
REPRESENTATION
CONTACT

© 

2020 Rogers & Cowan PMK All Rights Reserved.

LOS ANGELES

1840 Century Park. E 18th Floor
Los Angeles, CA 90067
+1 (310) 854-8100

NEW YORK

909 Third Ave., 19th Floor
New York, NY 10022
+1 (212) 878-5501

LONDON

2 Waterhouse Square, 140 Holborn, 
London, EC1N 2AE
ukinquiries@rogersandcowanpmk.com

newbusiness@rogersandcowanpmk.com

ABOUT US
WORK
CAREERS
NEWS & Insights
REPRESENTATION
CONTACT
 2020 Rogers & Cowan PMK All Rights Reserved | CCPA Privacy Notice

ABOUT US

OUR WORK

REPRESENTATION

NEWS & INSIGHTS

CAREERS

CONTACT

SEARCH

BIEBER RETURNS TO YOUTUBE WITH ORIGINAL DOCUSERIES“JUSTIN BIEBER: SEASONS”

August 24, 2020
“Justin Bieber: Seasons,” which premiered January 2020, served as a homecoming for Justin Bieber, who skyrocketed to fame in 2007 after he was discovered on YouTube. Our job was to establish significant press momentum to drive high episodic viewership pre- and post series premiere with limited access to talent. DRIVING PRESS MOMENTUM The 10-episode original documentary series chronicled the making of Justin Bieber’s first album in four years and featured a behind-the-scenes look at Bieber’s private life. To give the series, YouTube and Bieber the proper spotlight they deserved, PR developed and executed a multifaceted comms strategy consisting of several peak moments. The first included a trailer launch on Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest. We then inserted the docuseries in broadcast talk show appearances for the “Changes” album launch, securing press interviews with the Director and Executive Producers, leveraging exclusive clip reveals every week per episode with top tier entertainment press. Next, we amplified friends/fans only red carpet premiere featuring talent and creatives. Notable press moments for the series includes hits with The New York Times, Billboard, People, Entertainment Weekly, Vogue, and on broadcast talk shows Ellen, The Tonight Show Starring Jimmy Fallon, Nightline, and Good Morning America.

Read More

R&CPMK Clients Nominated for 2020 IFJA Film Awards

The Indiana Film Journalists Association (IFJA) has announced nominees in all categories for its forthcoming 2020 awards — to be determined on Saturday, December 19. Winners will be announced on Monday, December 21. Established in 2009 by a dedicated group of six Indiana journalists, the Indiana Film Journalists Association (IFJA) was established to promote the art of film criticism in the Hoosier state, to support Indiana’s growing film industry and to promote quality film criticism in Indiana. Best Actor: Riz Ahmed, Sound of Metal Hugh Jackman, Bad Education   Best Film Ma Rainey’s Black Bottom (George C. Wolfe, Denzel Washington)

R&CPMK EXECUTIVES JOIN BRAND INNOVATORS CONFERENCE TO SHARE INSIGHTS ON “THE WAY WE LISTEN & WATCH”

Senior Vice President of Strategy & Analytics Michael Fein, Group Director of Multicultural PR & Communications Marissa Wallace, SVP of Music & Entertainment Partnerships Michael Dunn, and Vice President of Consumer Brands Meg Grogan Discuss Consumer Trends Across Entertainment and Culture On Wednesday, December 9, a collection of R&CPMK senior executives from across the organization joined the Brand Innovators “Music, Audio, and Podcasts” conference to discuss current and future trends in entertainment, culture, and beyond. R&CPMK Senior Vice President of Strategy & Analytics Michael Fein moderated a lively discussion with three of his esteemed colleagues in a session aptly