Nepo Baby of the Week: Hailey Bieber’s Pregnancy Is PR Gold for Justin

Hailey and Justin Bieber’s baby might not have left the womb yet, but it’s already learning the ropes of influencer marketing. True to form, the Biebers’ baby announcement doubled as a promotional exercise; Justin teased a soft, folksy new song about how he’s “starting to be open” over a video of himself kissing a baby bump-bearing Hailey. You know what they say: It’s never to early to learn the family business, and so far, Baby Bieber is getting a master class in self-publicizing.

Fans have suspected that Hailey Bieber might be pregnant since, well, long before she probably actually got pregnant. Now that the big moment is finally here, everyone who’s been waiting on Baby Bieber—heir/heiress to Hailey’s Rhode skincare fortune, as well as the songwriting legacy that gave us such soul-rending beats as “Yummy”—will surely be pleased to see the fanfare that’s accompanied this unborn infant’s unveiling. Both parents-to-be posted the same video to their Instagram grids, showing themselves kissing in a grassy field (in front of what looks like some kind of officiant?) while Hailey gently stroked her bump. The mother-to-be wore a lacy white dress, sunglasses, and a veil, while her man sported... a furry black jacket and a fitted baseball cap. In other words, the vibes are incongruous as hell, as always.

From the generic guitar-strumming in the beginning, one might mistakenly think that the Biebers chose to accompany their announcement video with royalty-free stock audio. But then, a familiar voice starts crooning, “I’m starting to be open.” Could this new personal chapter in Justin Bieber’s life also launch a new sound? I guess we’ll just have to wait for that new album he’s been teasing for a while.

Read more at The Daily Beast.