San Francisco City Attorney Dennis Herrera is planning to sue Def Jam and Universal Music Group which he believes is behind the "Purpose" album drop date that was spray painted on sidewalks of the city. In a letter on Monday to Universal, Herrera notes that rainstorms failed to remove the spray paint.
"Purpose" is the album of 21-year-old Canadian singer Justin Bieber. Residents have complained about the graffiti to Herrera's office. The markings are found in Haight-Ashbury and other neighborhoods.
Herrera describes the use of banned marketing practice as exploiting the walkable sidewalks of San Francisco. He points out that spray painting the sidewalk to promote Bieber's album is an irresponsible way of communicating to the youth "likeminded lawlessness and contempt for public property" which are condoned by Bieber and his record labels, reports CBS.
His office released images of eight instances of the "Purpose" album graffiti. Herrera asked Universal Music's help to determine the full scope of the sidewalk abuse. The city attorney notes that other marketing campaigns used chalk which easily erases with water.
In 2010, Herrera's office fined an advertising agency $45,000 for gluing fake $25,000 bill decals on San Francisco sidewalks to promote an online game.
SFGate reports that there is a Reddit discussion on the Bieber album graffiti, titled "Worst. Haight graffiti. Ever."
Mohamed Nuru, public works director of San Francisco, reminds Bieber and his label that "Our sidewalks in San Francisco are not canvases for corporate advertising, and we have made that clear. Yet these guerilla marketers believe they are above the law when it comes to blighting our city and we will take a strong stand against them."