BIEBER'S SMART "SORRY" LAUNCH (UPDATE)
Fresh off scoring his first #1 at Pop radio with "What Do You Mean?" RBMG/Def Jam's Justin Bieber revealed a killer new viral video today for his next single, "Sorry," which was produced by Skrillex and Blood.
The new song impacted radio today and hits iTunes tonight, and is already going everywhere. The timing of its arrival—just before the first Adele track is released and grabs most of the oxygen—was a particularly savvy move on the part of manager Scooter Braun and label chief Steve Bartels.
A dance video directed and choreographed by Parris Goebel (Jennifer Lopez), "Sorry" features two inspired dance crews from New Zealand—The Ladies of ReQuest and The Royal Family—who came together to seriously jam through a sexy, super-slick romp to the new cut.
This setup is right out of the Bieber/Braun playbook; if you remember, the lyric video for first single "What Do You Mean?" had a similar viral vibe, and featured professional skater Ryan Sheckler. The song has since gone on to reach #1 at iTunes in more than 90 countries and smash the Weekly Global Spotify streaming record (41 million); it's now approaching total streams above the 167m mark.
Total combined YouTube views on "What Do You Mean?" were even bigger— in excess of 274m to date.
The brand new single “Sorry” will be available for purchase starting at midnight, with the pre-order of Justin’s forthcoming studio album, PURPOSE (set for release on 11/13), currently sitting at #2 on the iTunes album chart.
