Originally published on metropolis.co.jp on May 2011

Justin Bieber: Never Say Never: ©2010 Paramount Pictures. All Rights Reserved

I like it that music documentaries teach me stuff I didn’t know. Usually. I realize it’s churlish to criticize a nice, modestly talented kid, but I feel obliged to try. Because this fake movie is pure marketing, aimed solely at his squealing fans, from awww-inspiring baby pix to his grassroots “discovery.” His Youtube-fueled rise to fame is irritatingly presented as a tale of rigorous dedication rather than clever social media manipulation. Plus, golly, everyone on the tour bus is an aunt, a brother, an uncle lookin’ out for Justin (and their share of the cash calf). And I still know squat about him.