Justin Bieber may have taken his role on Punk'd a little too seriously.
And it was all just one big PR stunt. Make that, one big ridiculously well-executed PR stunt.
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As promised, the Bieber video was indeed released at noon today (ET) though instead of personal and presumptively prurient footage of the teen dream, the footage was nothing more than "Beauty and a Beat," his new music video with Nicki Minaj.
Color us disappointed.
"@justinbieber u have dealt with a lot of rumors for a very long time, as a kid. with the whole world watching. u ready for more?" tweeted the supposed threatmaker and video thief @gexwy, just before the big reveal.
"HERE IT IS," came the followup tweet linking to the video. "I told you I would post something WORTH watching and talking about."
And just in case there was any lingering doubt as to whether or not the build-up letdown was indeed a hoax, look no further than Bieber's tweet thanking the supposedly hacker.
So, why all the fuss? It's not like a Bieber-Minaj video premiere wouldn't get plenty of press anyway, right? Well, Biebs explained that, too:
"Since I was 14 i have had a lot of things said about me, from dying, to taking hormones, to dying again, to stuff about my family," he tweeted. "To saying i had a baby with a woman i never even met. nude pics, drugs, my family, my character...but today...today i get to be in on it."
As for what backlash may come tomorrow for making false theft accusations, well, time will tell.