and all of a sudden you could have a career. >> in the internet age it's become a do it yourself operation. hang your star on youtube and see how brightly it shines. ♪ ♪ cry me a river ♪ ♪ cry me a river ♪ >> justin bieber was the first of the youtube kids. he was using the new tools of the internet to really do an end run around the traditional industry. ♪ and i was like baby baby baby oh ♪ ♪ like baby baby baby no ♪ >> in the 2000s, the music industry was undergoing a massive shift with all of the technological change and the fact that the price of music had effectively been ground down to zero. >> i'm standing outside where i used to buy cds, a store shut down as you can tell. like so many other music stores across the country. >> by the end of the decade, the music business was falling off a cliff. it seemed like all of it was gone, reduced to rubble. >> the shuttering this weekend of virgin's last two stores in