Bieber ready for roasting

21 Jan 2015 | Author: | No comments yet »

Comedy Central roast of Justin Bieber is genius — for him, the network and viewers.

The writers of Comedy Central’s just-announced roast of Justin Bieber really have their work cut out for them. In a posting on his Twitter account, Bieber said he’s long wanted to be roasted but was told by Comedy Central that he needed to provide more material — and he’s worked hard to do that, he said.

Last weekend, Saturday Night Live took on his new Calvin Klein ad, with SNL cast member Kate McKinnon strutting as the underwear-clad, tattooed Bieber. But more recently, Comedy Central has been picking the lowest hanging fruit, like James Franco, Charlie Sheen, Donald Trump and even Larry the Cable Guy.

By allowing himself to be the butt of roast jokes, he regains control of them. “This allows him to show he can laugh at himself and let others laugh with him, not at him,” says Ryan Shinman, CEO of Platinum Rye, which specializes in celebrity branding. “It also allows us to look at him as a pure entertainer, rather than just a singer.” But the key is showing off his self-mocking side, which Bieber has already started doing. So for a year now I have worked hard.” This is the same Justin Bieber who acquired, then abandoned, a pet monkey in a German hotel room, egged his neighbor’s home like a 14-year-old, was hit with a DUI charge for alleged street racing, and got arrested for assault in both Toronto and Buenos Aires.

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