Justin Bieber takes the hot seat with roast on Comedy Central

21 Jan 2015 | Author: | No comments yet »

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

As we learned from his response to the “Saturday Night Live” sketch parodying his Calvin Klein ads, Justin Bieber is doing his best to be a good sport. (He tweeted, “@nbcsnl Well played” on Sunday.) That was just a warm-up. 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. Later this year, Bieber’s good-sport muscles are going to get a real workout as he’s been selected as the subject of the next “Comedy Central Roast.” “Justin has been asking us for a few years to roast him, and we just kept telling him to go create more source material first.

To be clear, this is no lightweight celebrity-friendly ribbing; this is rougher even than the pointed jabs Tina Fey and Amy Poehler doled out at the Golden Globes earlier this month. 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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