There's a reason its called popular culture.Sounds like you're in the Mainstream. I managed to avoid hearing about the kid until he popped up on SNL.
You just made my point. You still did hear about him. It was only a matter of time. I didn't hear about him either until a few weeks ago when I was watching the Junos (Canada's equivalent to the Grammy's) where he performed. I managed to escape him until then. He's inescapable... seriously.
I hear about lot of stuff. Most of which I can ignore with ease. If little girls and the media want to go gaga over Bieber it really doesn't impact my life much. Its all happened before and it will all happen again.