During his rendition of his song Yukon from his recent album Swag, the singer went from his elegant suit jacket to performing in purple underwear on stage.
This gesture, which may seem like a simple provocation, is actually part of a well-calculated advertising strategy. The underwear Bieber showcased belongs to his own clothing brand, Skylrk, and the artist used them to generate media attention and promote his fashion line among his millions of followers.
The performance became one of the most talked-about moments of the night, demonstrating how music and marketing can merge into a live spectacle. Fans quickly reacted on social media, sharing images and memes of the moment, while the Skylrk brand received a significant boost in visibility and sales.
With this maneuver, Justin Bieber confirms that he not only dominates the music stage but also the art of turning every public appearance into a global media impact.