According to Jan Hoffman of The New York Times, part of Bieber's appeal stems from his YouTube channel. Long before the November 2009 release of the EP, My World, his YouTube videos attracted millions of views.[24] Braun recognized the appeal. Before flying him to Atlanta, Braun wanted to "build him up more on YouTube first" and had Bieber record more home videos for the channel. "I said: 'Justin, sing like there’s no one in the room. But let's not use expensive cameras.' We'll give it to kids, let them do the work, so that they feel like it's theirs", recalled Braun.