In 2009, the company ventured into biographical comics with "Female Force", a series celebrating influential women in society and popular culture. In the subsequent years, Bluewater Productions has filled the growing biography comics niche with other titles profiling popular figures in politics ("Political Power"), entertainment ("Fame"), literature, and others. Less than half of Bluewater Productions publications are biography. Bluewater Productions attempts to utilize the "power of celebrity" to broaden comics distribution. "We tried something different to get new readers into to comic book stores and it is working... We get a lot of flak from the true comic book fans thinking we are ruining the industry, but we are doing our part to help it." "Fame: Justin Bieber" was initially distributed exclusively at Wal-Mart stores.