"At WIRED's Big Interview event in San Francisco, the onetime YouTuber and Crazy Rich Asians director said that working with acts like Justin Bieber taught him the value of connecting with fans online during the creation process. While directing Bieber's concert film, Never Say Never, in the late aughts, Chu said the then-14-year-old star used Twitter to introduce him to fans."
"Chu told WIRED's senior editor of culture, Manisha Krishnan, that he began to watch his online followers grow by tens of thousands of people almost instantly, something that really drove home the power of direct connection with a fanbase. Working with Bieber, Chu said, made him realize that "the story is being told before you even start shooting, and after you're done with the movie, you have to continue that story.""
Jon M. Chu learned the power of viral marketing and direct fan connection while directing Justin Bieber's Never Say Never, when a Twitter clip rapidly increased his online following. He concluded that stories begin before shooting and must continue after release, shaping marketing and press strategies for Wicked and its sequel. Cast relationships formed under intense pressure, creating strong bonds likened to Silicon Valley developers collaborating long hours to deliver a product. Chu credits early access to computers and software from tech-minded patrons at his parents' restaurant in the 1990s for giving him a head start in filmmaking education.
Read at WIRED
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