How Scooter Braun went from a glorified party planner to the Swifties’ biggest enemy
Photo: Getty Images Internet sleuths love to blame a recent controversy on a marketing scam. It happens every time Keeping Up With the Kardashians airs and, seemingly, every time Taylor Swift puts out an album. But this time it’s not the stans who are suspicious. Taylor Swift herself has got bad blood with Scooter Braun.
How did he meet Justin Bieber? The origin story is Belieber lore. Scooter Braun discovered Justin Bieber on YouTube in 2007 and basically stalked him and his mother until they agreed to work with him. Both Usher and Justin Timberlake wanted to sign the 13-year-old. Scooter leveraged Timberlake’s interest and, soon after, Bieber was signed by Usher’s mentor, L.A. Reid at Island Def Jam Music Group, in partnership with Braun and Usher’s Raymond Braun Music Group.
So, what did he just acquire? On June 30, 2019, when Taylor Swift woke up and read the news that Scooter Braun’s Ithaca Holdings had bought her former label and the owners of her masters, Big Machine Label Group, Braun got a lot more than that. Big Machine’s talent still includes Lady Antebellum, Florida Georgia Line, Reba McEntire, Thomas Rhett, Rascal Flatts, and more.
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