Meet The Man Who Made Justin Bieber
of modern Rasputins — powerful behind-the-scenes operators — I’ve traveled from Tijuana, Mexico to St. Petersburg, Russia to Foxborough, Massachusetts — and, at one point, to West Hollywood, to the inner sanctum of a lovely ivy-covered town- house with a big black door and a small black plaque reading, in gold lettering, “Believe.” These are the offices of SB Projects. This is where Scooter Braun, the man who gave the world the pop star Justin Bieber, does his work.
His call over, he reenters and sits. Already, I feel a sense of accomplishment. My interview with Scooter Braun is finally happening.“Ummmmmmmmm.” Long pause. “I think respect. When I’m trying to get clients to say ‘yes,’ I ask them why they’re saying ‘no.’ I listen to them. Then I pick one thing within their argument that I can acknowledge. And I let them know that I can see why they feel that way. Now they’re softening so that they can hear me. And then I slowly change their perspective.
He looked around, identified what he believed were openings in the industry, and made a plan. He wanted three things: a white rapper; an 18-year-old Britney-meets-P!nk hybrid; and a solo pop teen. “Usher” — the R&B star — “asked me to come to NHL All-Star weekend in Atlanta,” Braun recalls. “He was performing. And the Jonas Brothers went on right before him. And the place went nuts for these little kids. And I was like, ‘What the hell is going on?’ I wasn’t a huge fan of their music. But I was like, ‘OK, someone in this space — with really great records? That’s missing.’”
Geffen had once commented that the particulars of the music industry made it the best arena for a young man to rise fast. Braun took that to heart. “For a young entrepreneur, it was the place I could create my own destiny,” he says. “The stock market has regulations. There’s players’ unions in every athletic league. There’s unions with movies and TV.
With huge hits, there’s always an air of inevitability after the fact. This chorus is so catchy, it must have been predestined by the gods. But take something like Carly Rae Jepsen’s “Call Me Maybe.” One of the all-time great earworms. A massive global smash. When Braun came across it, it was idling at a piddling Number 36. On theAs Braun tells it, Bieber had just returned from his home nation with the song stuck in his head and was absentmindedly singing it.
In pursuing Psy, Braun flashed back to the old novelty dance songs he’d lived through as kid: “Cotton Eye Joe,” “Macarena.” He also thought back to Snow’s “Informer,” an infamous '90s artifact in which a white Canadian does an imitation of a Jamaican patois accent. “To this day, we have no idea what he was saying. But we all tried to memorize the words. And I was like, ‘The kids are gonna do that with Korean.
Braun estimated that, with his formula, he could get “Despacito” to number one on the Billboard Hot 100 for a week. It made it for a week. And then it made it for 15 weeks straight after that.12-year-old nobody singing R&B covers in Stratford, Ontario, when Braun found him on YouTube.
"If you’re in a situation where you’re manipulating something and you truly, 100% believe it’s for their betterment ... then that’s a justification I’ve found in the past.”
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