You may not know his name, but Scooter is one of the most influential people in the music world.
Jul 10, 2018 7:30am
Scooter Braun is an American entrepreneur, talent manager and, in the music industry, he’s a household name.
Every so often, his name pops up in mainstream media and it’s always in the same breath as one of his uber famous clients, like Kanye West or Justin Bieber.
So how exactly did Scooter Braun become so big and why is everyone comparing him to momager, Kris Jenner?
How did Scooter Braun become famous?
The New Yorker scooped an Award for the Best Talent Manager at the International Music Industry Awards and represents the biggest names in the industry, but how did he get there? Two words: Justin Bieber.
The now 36-year-old was working in marketing when he stumbled across a YouTube video of a 12-year-old Biebs covering Ne-Yo’s So Sick and immediately called Justin’s mum, Pattie Malette.
He convinced the pair to move from Canada to the US and, after the young singer impressed both Justin Timberlake and Usher, Biebs signed a contract with Island Def Jam and Scooter was firmly cemented as his manager.
Who are his most famous clients?
After creating one of the biggest pop stars of his generation, Scooter founded talent management company SB Projects and quickly built an impressive client list.
He represents The Black Eyed Peas, Carly Rae Jepsen, The Wanted, Cody Simpson and Ariana Grande.
For a while, he also managed superstar Kanye West. In April this year though, Kanye confirmed he had fired Scooter, with reports claiming Yeezy had told his team, including lawyers and Braun, that they could either work for him full-time, or not at all.
Is Scooter the new Kris Jenner?
The day after Bieber’s shock engagement to girlfriend of a month, Hailey Baldwin, Scooter’s name has again been in the press, and it’s because of who he manages.
Recently, Scooter’s other huge client, Ariana Grande, also had a shotgun engagement and some fans think Braun is the one who set both of these lightspeed love connections into motion.
However, when Ariana caught wind of the conspiracy theory, she quickly dismissed any suggestions their relationships were nothing more than a PR stunt.
In since deleted tweets, she said: “You do realize that we are human beings who love and have lives….right….? And that Scooter is a wonderful human being too who cares.”
Scooter’s involvement in the aftermath of the Manchester bombings
Ariana certainly has a strong bond with her manager, and that probably boils down to the devastating Manchester bombings and how Scooter helped the shaken singer in its wake.
The pint-sized singer was determined she wouldn’t continue her tour—she wasn’t sure she could ever sing those songs again—and Scooter dealt with the tour cancellation insurance and counselling for everyone involved.
Scooter then had the idea for ‘One Love’—the concert held to raise money for victims of the attack.
“I’ll never forget, she said, ‘Scooter, I keep thinking about it and if I don’t do anything, these kids died in vain, and I’m not who I say I am. I don’t know what to do, but I know I need to do something’,” he told Success. “I said, ‘Well, look, I have an idea. It’s a big idea. It’s a crazy idea, but I think it’s the right thing.’ “
Scooter immediately used his far-reaching connections to get other acts involved, including, of course, Justin Bieber.
While Scooter might have shot to international fame relatively quickly, don’t expect him to leave anytime soon.