Scooter Braun, the man who 'discovered' Justin Bieber and managed music giants like Ariana Grande and Kanye West, is perhaps best known to the public for his feud with Taylor Swift. Swift's fans, known as 'Swifties,' harbor strong feelings towards the media mogul, who gained notoriety for acquiring the rights to her music.
Born Scott 'Scooter' Braun in New York to Jewish parents, his family history, including their survival of the Auschwitz and Dachau camps, shaped his perspective. Braun's early ventures included organizing parties and dealing in fake IDs. He later dropped out of business school.
Braun's career took off when he secured a position at So So Def Recordings in Atlanta. In 2006, he discovered a 12-year-old Justin Bieber on YouTube. Braun, with his sharp business acumen, saw potential and orchestrated Bieber's rise to fame. He then managed Ariana Grande, Demi Lovato, and others.
Braun, unlike many managers, often placed himself in the spotlight. He co-produced and appeared in Bieber's documentary, embracing the 'hustle culture' of success and prestige. He also engaged in political fundraising for prominent Democrats, aiming for a 'good guy' image.
However, Braun's reputation took a hit due to his conflict with Taylor Swift. The feud began with Kanye West's controversial song 'Famous,' which included sexist references to Swift. Braun, then a strategic advisor to West, was accused by Swift of instigating online harassment.
The saga continued in 2019 when Braun's company, Ithaca Holdings, acquired the rights to six of Swift's albums. Swift, unable to buy back her masters, was furious. She then re-recorded her albums, effectively reclaiming her music and diminishing Braun's control.
Braun gradually retreated from the spotlight, selling Ithaca Holdings in 2021 and announcing his retirement as a talent manager in the summer of 2024. He reflected on his career, stating his shift from long-term planning to embracing the present.