At the age of 13 he already had a myspace page with "auditioning videos". Like many other millions on the social network, he had hopes that one day he would be discovered by a huge super star. But Justin Bieber was different. His dreams actually came true.

The Canadian-born teenager's life changed when Scott "Scooter" Braun became his manager and arranged a meeting with the legendary urban pop icon Usher Raymond. Usher soon signed him to their record label, Raymond Braun Media Group (RBMG).

But Justin's first attempt at global superstardom ? My World featuring the kiddies ballads One Time and One Less Lonely Girl ? was a bittersweet experience: he was only a hit in selected countries.

Released just a year after his debut album, My World 2.0 aims to fix that situation and spread "Bieber fever" to, well, everywhere. It's off to a good start with the inescapably successful Baby featuring Ludacris.

But, beyond featuring the rapper and other guests like Jessica Jarrell and Sean Kingston, the slightly more mature album itself just offers more of the same: more bubblegum lyrics, more heartache, more relationship drama. For a 16-year-old, he's got a lot of girlfriend problems.

Blending electropop, R&B and dance pop, Baby, Stuck in the Moment, Somebody to Love, and his duet with Jarrell (Overboard) are the highlights in between some slick yet overproduced distractions. Most of the songs are simply too sad or too hopeful for someone of his age to have for any love relationship ? especially when they're performed in a voice that makes Miley Cyrus sound manly.

Criticism aside, Bieber certainly has worldwide appeal ? as evidenced by his screaming, adoring fans ? and it can't be too long before he goes for some voice training and puts out something more sensible, less emotional. Justin's management need to remember that, as a squeaky-sounding kid, he's in direct competition with the Jonas Brothers who are slowly, but successfully, maturing their own sound.

So he needs to up his game ? or quit before the bubble bursts and he sees his career go the same way as Hanson.