Justin Bieber was using his online savvy Thursday to build buzz ahead of the first of his back-to-back concerts in Toronto.
A few hours ahead of his concert at the Air Canada Centre on Thursday, Bieber released a photo of himself on Instagram, which appeared to show the teen singer leaning over a balcony of his Yorkville hotel.
He also posted a short video of dozens of female fans standing below the building screaming wildly.
Bieber, who is now 19 years old, posted the video along with the message "I wake up this morning to this," though he appeared to be fully dressed at the time it was shot.
A pop-up shop has been set up at the Air Canada Centre where fans are able to purchase T-shirts, posters and bracelets to show their support for Bieber.
The Stratford, Ont.-raised pop star rolls into the city at a time when he has frequently been making headlines for his off-stage antics.
More recently, Bieber apologized to Bill Clinton, after a video surfaced online that appeared to show the singer swearing at a photo of the former U.S. president.
Alyson Schafer, a Toronto psychotherapist, says parents can use the stories about Bieber's very public life as an opportunity for discussion.
"We have to talk to our kids about the idea of what’s public versus private behaviour," she told CBC News in an interview.
Despite the many apparent setbacks this year, Bieber is still keeping up a seemingly positive outlook, at least when he is writing to his 42 million followers on Twitter.
"Someone can only get u down if u let them. Life is fun. Smile," Bieber tweeted this week.
And while Bieber spends much of his time on the road and owns a home in California, he hasn't been shy about playing up his Canadian roots during his brief return to the country where he was born.
"Love being back in Canada! #Proud," Bieber tweeted.
The Toronto shows on Thursday and Friday are the only Canadian dates listed on Bieber's website for the rest of this year. He played a show in Ottawa on Tuesday.
Justin's mom draws fans of her own
Meanwhile, Bieber's mother, Pattie Mallette, has also been making appearances in Ontario this week, as part of a promotion tour for the "teen edition" of her memoir.
Dozens of fans, including some mothers along with their daughters, lined up for a chance to meet Mallette at a downtown Toronto bookstore on Thursday afternoon.
And just like her son, Mallette's Toronto appearance drew screams of joy and frantic waves from her fans.
Among those fans was Cassie White, a young woman who was overcome with tears after having the chance to meet the woman who gave birth to Bieber.
"I'm really just so happy," said White. "She's just, she's so inspirational."
She also admitted to being a big fan of the Canadian superstar.
"He's just perfect," she said.
Fans standing by Bieber
Other fans at the bookstore acknowledged that some of the reports of his recent exploits have upset them, though they still remain among his admirers.
"We do want him to be a good example because we don’t like people making fun of him," said Richenne Mae.
Carel Gicana admitted she was "quite disappointed with him lately," though she is still a big Bieber fan.
She brought a picture that she drew of Mallette being kissed by her son.
Gicana intended to give it to Mallette.
Another young fan at the bookstore signing brought a black paper sign with red letters that stated a need for five tickets "to see our boyfriend."