After growing up as an icon to his adoring audience, what's it really like being Bieber?
“Under clever management, he bided his time. "Scooter is probably one of the smartest people that I have ever met," he says. "Very, very, very strategic. Always on. Always thinking of more things to do and more things to accomplish. He keeps me driven, for sure. Because the artist always wants to chill. Like, 'I made my money. I just want to chill'. But he figures out ways for me to get excited about what I want."If he is to stand up to an adult market, the point at which Bieber crosses from man to role model has to be renegotiated. He understands that if he wants to play with the big boys he needs to own his behavior, to make himself accountable. "The reality is that people are human and people mess up and people go through trials and tribulations. It made me, myself, be more human to people." A biological coincidence helped smooth the transition musically, as his singing voice dropped a pleasing register. An incredibly smart business operator, he is never one to miss a potential demographic spike. "I think it's more relatable now. When I had that young voice it was hard for people to connect. Dudes can listen to it now and say, 'Yeah, I like that new Bieber song'."











