Beliebers who dream of their favorite pop star can now schedule their entire sleeping habits around him. Today (Aug. 2), the "Baby" singer released a new smart phone app called "JB The Key."
In promotion alongside his perfume, The Key app acts as an alarm clock. Featuring a sleek design, users can set multiple alarms to wake them up to the sweet, sweet music of Justin Bieber. When it's time for bed, users have to open the app, put it in dream mode and snooze away.
Unfortunately, in order for the application to actually work, The Key app must remain open all night, with a faint glowing screen featuring photo of the Biebz with a "come hither" look. Surely, fans won't mind waking up in the middle of the night to a photo of Justin Bieber, but the fact that the app has to remain open is an inconvenience (and a battery drain).
Luckily, a message appears that tells fans to charge their phones overnight, which is frankly good advice anyway.
Come morning time, a Bieber song will awaken the young Belieber. The default music is a light, instrumental piano version of "As Long As You Love Me," which is entitled "They Key." The screen glows brighter and eventually begins to vibrate.
Fans can then either set the alarm for a six-minute snooze or turn it off. Upon silencing the alarm, in a sultry voice, Bieber asks, "Did we meet last night?" a box to tweet using #TheKey and #inmydreams pops up, allowing fans to record their subconscious Bieber thoughts.
Of course, it wouldn't be a free app if it wasn't loaded with promotional material. The Key allows fans to buy Bieber's perfume of the same name right from in the application. Also, fans can purchase other Bieber music through a link to the iTunes store to use to wake up to.
Also, it doesn't hurt that the tagline and name of the app is the exact same as Bieber's third and most recent fragrance.
Overall, is The Key necessary? No. It is a cute little clock but something about it feels more like a commercial for the singer than something strictly for the fans. Using Twitter hashtags to promote The Key fragrance is a clever way to utilize the power of the Beliebers.
Plus, on a practical basis, needing to keep the app open all night long is certainly not useful.
However, Bieber fans will certainly unlock The Key and use every aspect of the app, if nothing else, to wake up to a sleepy, sexy sounding Bieber's voice.
