“For this project, we want to do things a little bit differently,” Bieber’s manager, Scooter Braun, told MTV News. “And there are more songs than 10 or 12, so if you have more music and you have more things you want to express, you gotta think out the box, and [think like] ‘How do I get this out there in a unique way where it gets directly to my fans and I can express myself through music directly to them?’ And I think that’s what it’s about when you have people who are incredibly creative, things happen.”
If Bieber’s re-thinking of the album release cycle seems like he’s taking a page from the Jay-Z “new rules” playbook, it’s purely coincidental, having more to do with the natural progression of an ever-changing music industry and the increasing desire for artists to want to connect to fans. “I think it depends on what kind of music you’re making and how you’re trying to release it. But when you’re giving something that’s really for the fans, which is what Justin wants this to be, [then you can come up with new strategies],” the manager said.
Fans will get their first taste of the “music journal” later this year when he releases its lead single, “Heartbreaker,” which Braun says should silence the critics who are on a “witch hunt.” “You know he wants to show growth, but he wants to speak for himself,” he said. “These are very creative people and you can’t put them in a box and there’s nothing against the normal way of doing things. We will do that again.”
Braun and Bieber are also trying to figure out how they want to release Bieber’s next flick , his follow-up to 2011’s documentary/concert film, “Never Say Never,” currently called “Believe.”
“With everything that’s going on and happened recently, we’re just figuring out the appropriate way to distribute that as well,” he said of the upcoming concert film. “We’ve had all the offers in the world and people who have seen it love it, but we just want to figure out a unique way to get it out there as well. We’re deciding. We have a lot of options and we’re just figuring out which one we like the most.”