Though I don't really support Justin Beaver in any way, I have to say this is humorously ironic. Those silly execs never see something that could potentially have a huge cultural impact when the opportunity is present to them (as the case was for Star Wars).
The RIM execs said it best with "This kid is a fad. He's not going to last."
Bieber might pull a Timberlake and make a new path for himself later on, but as a tween idol, well, he probably applied for the job knowing he's on the way out.