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‘Brutal Truth’ & ‘Authentic Marketing’: Scooter Braun On Success, Adversity, Bieber, Grande & Balvin ctm magazine



As a pioneering music manager turned multi-media mogul, Scooter Braun has distinguished himself as one of the most successful, iconoclastic figures in music, guiding stars like Justin Bieber, Ariana Grande, and J Balvin. Braun developed a unique approach: spotting and launching artists that major labels rebuffed; deploying social media and touring strategies to route around industry gatekeepers rather than courting them; and leaning into YouTube, social media, and alternative film projects to invite artists to take more control of their storytelling. Braun built power and financial success along the way, drawing a wider public following than most managers and cultivating long-term relationships with artists that enable him to advise them on leadership, public advocacy — and even politics. In this extensive interview with MSNBC anchor and music obsessive Ari Melber, Braun reflects on his career, life, and artists; the current state of culture and the music industry, including the impact of streaming and “a la carte” music; how artists are pursuing ownership of their masters; and some of his thoughts on Drake, DJ Khaled, Taylor Swift, Prince, David Bowie, Asher Roth, Lil Dicky, Ye, Donald Trump, Joe Biden, Jimmy Iovine, Clive Davis, Sidney Poitier, and Martin Luther King Jr., among others. Braun also discusses his outlook on adversity, work, success, and advice for people coming up today in this newest installment of the Summit Series with Ari Melber, featuring discussions with leaders at the summit of their fields. (The series debuted in 2021 with Melber’s interview with Bill Gates.)

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20 Comments

  • Vin Rom on April 29, 2022

    He's so disgusting

  • Leyla Pehlivan on April 30, 2022

    SHE DIDNT PERSUE THE NEGOTIATION BECAUSE SHE WOULD HAVE TO EARN BACK HER MASTERS WITH EVERY NEW ALBUM SHE MADE AND WOULD BE A 10 YEAR CONTRACT. IF YOURE GONNA TALK ABOUT SOMETHING DONT JUST PICK OUT THE PARTS TO TALK ABOUT THAT MAKES YOU LOOK GOOD

  • Anabelle H on April 30, 2022

    What a piece of 💩 this guy is despicable and pathetic but sooner or later karma comes knocking

  • Cirls Dave Sarong on April 30, 2022

    LoL ! HAHAHAHA

  • Zealed Fujoshi on April 30, 2022

    what a liar. he just says this to make himself look good 👎 Taylor doesn't need to say anything, her fans knows the truth about you Scooter

  • DadCelo on April 30, 2022

    Poor scooter 🙄 the world just doesn't know how to appreciate mediocre man

  • Natalie Nichols🤍 on April 30, 2022

    Scooter isn’t a liar he’s a good guy and a good manager he cares and loves his clients

  • narru on April 30, 2022

    I like Taylor's music…but her fans are the reason people hate on her. It's a he said/she said situation and nobody knows the truth so stop acting like you do. It's incredibly irresponsible to use your power/fanbase to ruin somone's life…she's done it time and time again John, Jake, Scooter….

  • Ebru C on April 30, 2022

    That's just so sad for Ari Melber, whom I actually liked as a reporter. Why would you give that kind of shady man a platform?

    Taylor Swift is an artist creating her own art since she was a teenager. He worked so hard to make sure she never owns her own art. Who does that? He used his own wife to bully Taylor Swift with one of the most gaslighting statements I have ever read. He is an evil evil man and karma will catch up to him one day.

  • whATverATIK on April 30, 2022

    Him being interviewed is my concern, i expect nothing from a liar.

  • Alejandra Ramirez on April 30, 2022

    Lol 👀 We all know what really happened Scooter 🤷🏼‍♀️ Somehow the outcome of your bad decisions it's all her fault now? And sharing what was happening with her fans it's now weaponizing them? 🤔 The fact that your business move was a betrayal and ethically wrong is no one's fault but yours. Grow up and take responsibility for what you did, stop playing the victim that you never where nor are now! 🙄

  • E.M.F. Productions on May 1, 2022

    Um, excuse me?! Scooter needs to learn the difference between having a mental disorder and having no morals. I’m a Swiftie with mental health issues and I don’t wish him any illwill but I don’t like how he does everything to avoid accountability for the things he had a hand in and trying to make this all about having a conversation that he doesn’t need to have with Taylor Swift. All he needed to do was call her lawyers with a price, not have a bidding, if he truly believes that artist should own their masters, and have her lawyers find out if she was willing to pay that price. Scooter is what is wrong with the music industry, he’s all about money and greed, not artists rights, he couldn’t let Swift be the sole buyer of her own work cause he wouldn’t get as much from the deal because an artist should not have to pay to own what they created in the first place.

  • BICT Radio on May 1, 2022

    Lol, white dude is underhanded, and then complains people fight back. Next.

  • Joe O on May 2, 2022

    The music industry sucks because people lie all the time and you never know who anyone is or their intentions. Its hard to know who your friends are when no one tells you whats going on.

  • Vero Dueñas on May 3, 2022

    "All the liars are calling me one"

  • LaNisha Gillespie on May 3, 2022

    This man is just not a good human.

  • Animo Amigo on May 3, 2022

    Thank you Scooter Braun for your inspiration!

  • Jennifer Stewart on May 4, 2022

    Accomplished @ using, abusing mentally and interfering w/ YOUNG peoples lives for his greedy self…… JB! AG! DL! Karma is looking for this evil plotting piece of sh*t. And he’s CREEPY.

  • Chura Montgomery on May 7, 2022

    Remember everyone have to side the good and the bad .Many people always focus on the bad .

  • Sum Mas on May 10, 2022

    Swifties lying in the comment sections as if what theyre saying is fact like their Queen Fakaylor

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