Justin Bieber became "Justin Bieber" thanks to YouTube. His early YouTube videos of him covering various songs are what turned him into a huge sensation, leading to a recording deal and the somewhat scary unstoppable force that is the fanbase of Justin Bieber. So, it should seem perfectly natural that Bieber would head over to YouTube to upload a video of his latest song. What doesn't seem perfectly natural is that he was blocked from doing so
thanks to Universal Music and YouTube's ContentID system. Google (correctly) pointed out that this is an issue between Bieber and his label, but like most normal folks, Bieber wasn't interested in understanding the intricacies of copyright law when all he wanted to do was upload his own damn video
to YouTube. So, instead, he went and uploaded it to Facebook.
Now, to be clear, Universal is Bieber's label, and assuming he signed a recording deal like any standard recording deal, it does hold his copyrights. But this is the kind of screwed up situation you get when the entertainment industry works so hard to block various new and useful tools from sharing content. The people who want to use it for perfectly reasonable and legitimate uses get blocked (and pissed off).