Justin Bieber's 'Under the Mistletoe' Headed for Platinum? Sells 164,000 in Pre-orders
“The album really shows his growth as a young man,” says Island Def Jam president Steve Bartels in new Billboard cover story.
Justin Bieber never intended to make a Christmas album.
The singer will release his Holiday offering, Under the Mistletoe, on Tuesday, Nov. 1, but as THR’s sister publication Billboard magazine reveals in their November cover story, Bieber only intended to record one song. Now, the album is poised to become a game-changer for the teen superstar.
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“Justin just wanted to do a single Christmas song. Then it became an EP, because we thought the kids would want more than one,” manager Scooter Braun tells Billboard. “Then we went into the studio, and it started getting really good.”
With 11 tracks, Under the Mistletoe boasts six original songs (co-written by Bieber himself) and five holiday classics – including a duet with Mariah Carey on her own smash hit, “All I Want for Christmas Is You.” The album is Bieber’s fifth release and will showcase a new sound for the singer, who rose to fame on YouTube and released his debut single, “One Time” at 15-years-old.
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“Vocally, his balls have dropped,” notes Braun.
Island Def Jam Music Group president/COO Steve Bartels more delicately adds, “The album really shows his growth as a young man, and his voice has just blossomed.”
“It will pleasantly surprise many people,” he continues. “It’s not your typical holiday album.”
Prior to the album’s debut, Under the Mistletoe has already sold 164,000 copies, according to Nielsen Soundscan. Approximately one month before stocking-stuffing season begins, team Bieber has planned a full on media blitz – detailed in full by Billboard magazine – including a Macy’s campaign, Facebook application and an “animagic” appearance in the classic TV special, Santa Clause is Coming to Town.
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“I hope it’s a platinum record, and I feel it will be,” Braun says. “It’s a different day and age now. It’s a really strange time when the biggest artists in the world aren’t even going platinum.”
And in case Beliebers needed any more incentive to purchase the record – it’s for charity.
Read the complete cover story at Billboard.com.