Spotting Talent Before the World Does
Scooter Braun’s story didn’t start with boardrooms or billion-dollar deals. It started with music videos, local concerts, and a relentless drive to find the next big thing. As a young party promoter in Atlanta, he quickly built a name for himself by understanding what people wanted to hear—and who had the voice to deliver it. His first major break came when he discovered a 12-year-old singer on YouTube. That singer was Justin Bieber, and Braun saw something that the rest of the industry hadn’t yet noticed.
Building More Than a Music Career
Braun didn’t just manage Bieber’s tour schedule—he helped build an entire brand. From social media strategy to merchandising and global promotions, he turned the idea of a music manager into something much bigger. He focused on long-term value, not just album sales. By the time Bieber became a global name, Braun had also established himself as a business mind who could turn raw talent into a full-scale platform. That model would later guide his approach to other artists like Ariana Grande and Demi Lovato.
Expanding Into Media and Ownership
Scooter Braun understood that the future of entertainment wasn’t just about music—it was about content. He began investing in production, storytelling, and digital media. In 2013, he launched SB Projects, a company that blended music management with film, TV, and tech ventures. He began producing documentaries, creating original shows, and working with streaming platforms to bring artist-driven stories to wider audiences. It was a natural evolution from promoting artists to shaping culture.
Making Moves in Tech and Venture Capital
Behind the scenes, Braun was also investing in startups and tech companies that aligned with his vision of the future. He became an early investor in brands like Uber, Spotify, and Pinterest. These weren’t random bets. They reflected his belief that technology would reshape how people consume content, interact with artists, and build communities. He leveraged his entertainment connections to give these companies exposure, while learning how to scale value across industries.
Selling Big—but Staying in Control
In 2021, Braun sold his company Ithaca Holdings to South Korean media giant HYBE, the same company behind BTS. The deal was reportedly worth over one billion dollars. But he didn’t exit. He joined HYBE’s board and became a key player in helping the company expand globally. This wasn’t a cash-out—it was a strategic move to partner with a fast-growing brand while keeping creative and business influence. Braun knew how to scale, but he also knew how to stay connected to the story.
Shifting Toward Purpose and Longevity
In recent years, Braun has focused more on leadership, legacy, and values. He’s spoken publicly about burnout, personal growth, and the importance of building a company culture that supports mental health. His evolution from music manager to media mogul reflects a larger shift—away from chasing fame and toward building platforms that last. His work now includes talent development, scripted content, and social impact projects aimed at changing how Hollywood does business.
Reinventing the Role of the Modern Manager
Scooter Braun’s pivot wasn’t just a career move—it was a transformation. He went from hustling behind music videos to producing billion-dollar content and shaping global media. His story shows that by staying ahead of the curve, investing in the right ideas, and caring about people as much as products, it’s possible to build a business that grows with you. He didn’t just manage careers. He managed to reinvent what a manager could be.
