World Series idol? It wasn't Justin Bieber
By Will Levith on Tue Nov 2 2010
When I heard that wispy-haired pop sensation Justin Bieber would be world-premiering a new cut at Game 3 of the World Series this past Saturday, I was more than a little dismayed. I immediately had a painful memory of Creed frontman Scott Stapp's cringe-inducing rendition of "God Bless America" during the 2004 World Series. It was the most out-of-tune singing I've ever heard on national TV, with the exception of Taylor Swift's pitch-imperfect performance at last year's Grammys. It was a total embarrassment.
Major sporting events have also had built-in music promotion for as long as I can remember, but why would Fox go all-in on a teenie bopper like Bieber? Last week, Tony Bennett did "God Bless America" in San Francisco and tore it up. Why would Fox target Bieber-mania during a game that skews older and male—more Bennett's fan base than Bieber's? On a Saturday night, no less? It would've made sense to have Bieber for some other time than Halloween weekend, too, given that all the kiddies would've been in bed early on Saturday in expectation of Sunday night's candy fest. Is the network really that interested in driving younger viewers toward baseball?


