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When I visit him at home in late March, he keeps his two iPhones — one for business, one for pleasure — on the desk in front of him while we talk, responding to his mom as she texts him from the next room. Mahone, an only child, tends to be quiet but carries himself with a confidence you might expect from a kid who has been showered with praise by tons of adoring girls.
I ask him if I can watch him Skype with a fan. I did a couple of two-hour Skypes. I just hang out with them and play songs and stuff.
Within seconds, his computer starts blipping as calls roll in by the hundreds. He finally answers a call from a softspoken teenage girl who retains her composure by nervously fiddling with her long hair. In addition to his paid Skypes, weekly video chats and the clips he posts on YouTube, the onslaught of tweets and Instagram self-portraits not a few shirtless , Mahone reaches out to individual fans, responding directly to their comments with heart emoticons and smileys, thanking them for their support, promising to never forget anyone who tweets or retweets.
He lets them into his bedroom and talks to them in his videos. Mahomies gonna love. Sometimes, when he goes to his favorite San Antonio mall, he has to bring his bodyguard in case he is recognized and swarmed by screaming teens. Since Bieber, other YouTube-launched acts have emerged, some as novelties, like Rebecca Black , and some as real talents signed by labels. But as the music business loses its center, fragmenting into ever more genre-specific silos with listeners flocking to independent online distributors, none of the scores of artists trying to break in are quite as poised for success as Mahone.
For these artists who start online, they need a lightning rod like that. In January , he made his own channel and began sharing cover versions of popular songs. I always try to emphasize this to artists because fans love to have direct contact with the person they idolize, and the Internet makes that possible. Hot Songs. Billboard Top Videos. Top Articles. By Jason Lipshutz. Copied to clipboard. Click to copy. The pop star, who managed to regain ownership of his recordings, shares his advice for aspiring artists with major label offers.
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