Sunday, November 29, 2009

Justin Bieber and Tweet Fever

Who says Twitter doesn't reach your fans? Everyone found out how powerful Twitter really is a couple of Friday's ago as popular 15 year old pop star Justin Bieber's tween fans caused a near-riot at Long Island’s Roosevelt Field Mall while waiting in line for autographs. The Canadian singer was promoting his new album My World at the clothing store Justice.

So what does that have to do with Twitter?

Kids and their parents began lining up at 9 a.m. hoping to receive a yellow bracelet that would allow them to meet Bieber, but trouble started a couple of hours before the 4 o'clock event as the crowd got restless. The scene caused Bieber to tweet: "They are not allowing me to come into the mall. if you dont leave I and my fans will be arrested as the police just told us. The event at roosevelt mall is cancelled. please go home… I dont want anyone hurt."

But Jim Roppo, the IDJ label’s senior VP of sales, eventually was arrested after he allegedly sent out Internet messages to over 3,000 fans that Bieber was still signing autographs even after police dispersed the crowd.

In the wake of the incident, Island Records issued a statement: "Over 10,000 screaming fans showed up and the police and fire marshal concluded it was an unsafe environment and prohibited the event from taking place."

But Roppo spent the night in the cooler and could face charges that include reckless endangerment, criminal nuisance, obstruction of governmental administration and endangering the welfare of children because he didn't tweet that the appearance was cancelled.

Which all seems to point to the fact that Tweeting is a pretty good way to reach fans, but never leave crowd control in the hands of a salesman.

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