WEBVTT - HYBE America CEO Scooter Braun Talks Career Ups & Downs

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<v Speaker 1>Bloomberg Audio Studios, podcasts, radio news. Back to the main stage,

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<v Speaker 1>our Lucas Shaw up there on the stage, the CEO

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<v Speaker 1>of the American.

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<v Speaker 2>Division of HI. We're talking about Scooter Braun.

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<v Speaker 1>Let's listening. A lot has happened with you in the

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<v Speaker 1>last couple of years, and that's sort of where I

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<v Speaker 1>want to start.

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<v Speaker 2>Really.

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<v Speaker 1>Yeah, just a little bit, because there's been a lot

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<v Speaker 1>of coverage of Okay, all your clients are firing you.

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<v Speaker 1>We won't touch your personal life, but I know a

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<v Speaker 1>bun just happened there. You sold your company. You haven't

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<v Speaker 1>said a ton about it, and I'm curious, what is

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<v Speaker 1>your take? Did a bunch of your clients fire you

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<v Speaker 1>in the span of a couple of months, or what

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<v Speaker 1>happened with Arity three?

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<v Speaker 2>Fired me in the exact same day? Yeah?

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<v Speaker 1>Now, what happened with Arianna with Justin with listen?

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<v Speaker 2>I actually a year after it happened.

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<v Speaker 3>I for contractual reasons, I wasn't allowed to say certain things,

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<v Speaker 3>but I wrote something called twenty three years I posted

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<v Speaker 3>on social media. It was my words, and I kind

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<v Speaker 3>of explained why I made a decision to not manage

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<v Speaker 3>musicians after twenty three years, and that it actually happened

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<v Speaker 3>about a year earlier, but you know, we're running a

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<v Speaker 3>big company and there's things that we needed to handle,

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<v Speaker 3>so I didn't feel like it was the right time.

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<v Speaker 2>And simply.

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<v Speaker 3>Twenty three years of my life, from nineteen years old

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<v Speaker 3>to into my forties, I only knew being a music manager.

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<v Speaker 3>Twenty four to seven, seven days a week, every vacation,

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<v Speaker 3>every holiday.

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<v Speaker 2>I was on call.

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<v Speaker 3>And I wasn't on call to one big artist. I

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<v Speaker 3>was on call to a lot of big artists. And

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<v Speaker 3>for a large part of my life, I really loved it.

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<v Speaker 3>But then I had three kids and I went through

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<v Speaker 3>a divorce, and anyone who's been through a divorce with

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<v Speaker 3>children knows that.

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<v Speaker 2>It is not an easy situation.

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<v Speaker 3>And I really looked back at my life and realized that,

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<v Speaker 3>you know, you can point fingers in a divorce and say, oh,

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<v Speaker 3>this happened, This happened, but you play a role in it.

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<v Speaker 3>And that's why me and my ex wife are partners.

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<v Speaker 3>With these three children, we put them first, and my

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<v Speaker 3>role was I wasn't present. I was a manager twenty

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<v Speaker 3>four to seven, and even though I was home, I

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<v Speaker 3>wasn't being there the way I should and it led

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<v Speaker 3>to a divorce, and I realized I might have lost

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<v Speaker 3>the marriage. I wasn't going to lose my kids, and

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<v Speaker 3>I decided that I wanted to step away from it

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<v Speaker 3>and focus on other things. And now I have three

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<v Speaker 3>of the best clients in the world and that's my focus.

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<v Speaker 3>But then, yeah, there was a lot of noise because

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<v Speaker 3>no one actually thought you would want to step away

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<v Speaker 3>from that. But how did you communicate that to the

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<v Speaker 3>clients that you were working with. Well, one of them

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<v Speaker 3>I wrote about this. One of them approached me and said, Hey,

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<v Speaker 3>I think I want to try something new. And at

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<v Speaker 3>first I was kind of hurt because we've been through

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<v Speaker 3>so much together. But then I realized I was already

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<v Speaker 3>heading in this direction for the last couple of years anyway,

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<v Speaker 3>and I think you make plans and then the universe

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<v Speaker 3>kind of shows you what you need. And I realized

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<v Speaker 3>it was actually a gift and it wasn't about one client,

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<v Speaker 3>it was about all. So I started picking up the

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<v Speaker 3>phone and having the conversations and some went well, some

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<v Speaker 3>took a couple more conversations. But I'm grateful for all

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<v Speaker 3>those years. I lived a very unique life doing that.

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<v Speaker 3>I was a part of the journeys of the most

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<v Speaker 3>successful and incredibly talented people in the world, and now

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<v Speaker 3>I get to root from them in a different capacity.

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<v Speaker 1>How does how does the relationship like, take someone like Beeber,

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<v Speaker 1>you take him from nothing. You guys are do the

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<v Speaker 1>whole ride up together? Like, how does that relationship work?

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<v Speaker 2>Now root for each other?

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<v Speaker 3>I mean it's you get to a point where you

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<v Speaker 3>just say, we built this legacy alongside each other.

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<v Speaker 2>And now he's a father, he has.

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<v Speaker 3>An opportunity to continue doing you know, the things he

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<v Speaker 3>loves to do, and I'm going to be rooting for

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<v Speaker 3>him for the.

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<v Speaker 2>Rest of his career.

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<v Speaker 1>So, Hi, buy your company. About three years ago we

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<v Speaker 1>had the we had we had Bang here last year.

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<v Speaker 1>A lot of people, I think thought you would have

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<v Speaker 1>left by now, so did our chairman? Why have you

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<v Speaker 1>stuck around? I guess what are you doing now if

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<v Speaker 1>you are not managed artists?

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<v Speaker 2>A couple of things.

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<v Speaker 3>When Chairman Bang and I met, he's the chairman of

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<v Speaker 3>Hive and he's a very unique individual. This is someone

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<v Speaker 3>who was one of the biggest music producers in all

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<v Speaker 3>of Asia, and at the height of his career in Asia,

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<v Speaker 3>he came to the United States to have meetings with

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<v Speaker 3>A and RS and presidents of labels here to discuss

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<v Speaker 3>his ideas. And one of these meetings they had him

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<v Speaker 3>wait in the lobby for three hours and then told him,

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<v Speaker 3>I'm sorry, we have another meeting and canceled on him.

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<v Speaker 3>And instead of having an ego or getting upset, he goes,

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<v Speaker 3>you know, and I'm going to go back home and

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<v Speaker 3>I'm going to build this industry myself so that when

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<v Speaker 3>I come back here, I don't need to ask for

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<v Speaker 3>these meetings. And if you look at the groups, including

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<v Speaker 3>BTS that he was able to create and produce and

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<v Speaker 3>develop and continually do so, he's actually brilliant. And I

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<v Speaker 3>had admired his work for some time. He knew about

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<v Speaker 3>the stuff I had done, and he reached out to

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<v Speaker 3>me and said, can we have conversations, And the first

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<v Speaker 3>four conversations that's when the last one happened about the purchase.

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<v Speaker 3>He said that in the East, we have conversations about

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<v Speaker 3>what we're going to do. He goes, too many times

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<v Speaker 3>when I talk to people in the West, they talk

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<v Speaker 3>about just the transaction, just the deal, not what we're

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<v Speaker 3>going to do. He goes, all four conversations we've had

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<v Speaker 3>We've talked about culture, We've talked about philosophy, we've talked

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<v Speaker 3>about meditation, we've talked about music, we've talked about family.

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<v Speaker 3>He goes, I want to do this with you, and

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<v Speaker 3>no matter what we find, we'll go through it together.

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<v Speaker 3>We signed up and we did a five year deal.

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<v Speaker 3>And the reason I'm still here because you're right, and

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<v Speaker 3>those deals usually vest out at a certain point, and

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<v Speaker 3>my deal was pretty much upfront.

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<v Speaker 2>I gave my word, and I really enjoy him.

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<v Speaker 3>I think he's a visionary and I think your words

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<v Speaker 3>should mean more than just the deal that you do

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<v Speaker 3>on paper. And I told him I'd be there for

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<v Speaker 3>five years, and I'm going to do that. And the

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<v Speaker 3>exciting part is we've developed such a relationship that now

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<v Speaker 3>we're talking about extending that and being there longer, and

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<v Speaker 3>I'm looking forward to it.

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<v Speaker 2>And is that being focused?

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<v Speaker 1>Like, are you because you're the CEO of hYP America, right,

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<v Speaker 1>how much of your time are you spending on taking

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<v Speaker 1>big Korean acts and bringing them here or bringing them

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<v Speaker 1>around the world, And how much of it are you

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<v Speaker 1>spending on developing acts here that have nothing to do

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<v Speaker 1>with Korea.

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<v Speaker 2>It's about fifty to fifty.

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<v Speaker 3>And also, you know, if you look at our strategy,

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<v Speaker 3>we purchased QC, which is, you know, the biggest independent

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<v Speaker 3>hip hop label in the country. We had big machine

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<v Speaker 3>from Ithaca when we brought it over. So we're going

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<v Speaker 3>to you know, go out and find other companies that

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<v Speaker 3>make sense for us and other assets that make sense.

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<v Speaker 3>We also launched High two point zero, which allows us

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<v Speaker 3>to create a distribution system for independent labels because of

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<v Speaker 3>our distribution deal with Universal, a ten year deal that

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<v Speaker 3>puts us a unique position.

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<v Speaker 2>And then you know, you look at.

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<v Speaker 3>Weavers, which is our large platform for fan engagement for

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<v Speaker 3>super fans, which is the biggest in the world and

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<v Speaker 3>the biggest in Asia. A lot of people don't realize this,

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<v Speaker 3>but thirty percent of our revenue is actually from North America.

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<v Speaker 3>So you know, now we've introduced Ariana Grande to that platform.

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<v Speaker 3>We introduced kid Leroy this week. You know, you're starting

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<v Speaker 3>to see a lot of you know, acts from the

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<v Speaker 3>West joining and it makes sense because you see acts

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<v Speaker 3>from the East coming here and they're selling out arenas

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<v Speaker 3>day one and if everyone's asking why, and it's because

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<v Speaker 3>of that opportunity to talk directly to the fans on weavers.

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<v Speaker 1>Right, I'm curious setting aside reverse Like the last decade plus,

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<v Speaker 1>I feel like a lot of people were finding artists

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<v Speaker 1>on YouTube, then they're finding artists on TikTok. Where do

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<v Speaker 1>you or where do people you work with discover new

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<v Speaker 1>artists right now?

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<v Speaker 3>So I can give the nice answer and you know,

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<v Speaker 3>but I'm going to give the real answer. You know,

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<v Speaker 3>when when we're talking to people, there's still A and rs,

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<v Speaker 3>there's still scouts. They're going out there and they're finding stuff.

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<v Speaker 3>There's still people looking on TikTok and on YouTube and

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<v Speaker 3>you might see something and you know, part of it is,

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<v Speaker 3>you know, true development, like we just did with our

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<v Speaker 3>group Cats Eye, which we developed them, we did a

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<v Speaker 3>show on Netflix and now we've launched them. But the

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<v Speaker 3>thing I'm most excited about is what's to come. And

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<v Speaker 3>the reason I say that is I'm forty three years old.

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<v Speaker 3>When I found Justin, I was twenty four about to

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<v Speaker 3>be twenty five. I was native to technology that was

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<v Speaker 3>around at that time.

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<v Speaker 2>I was a young guy.

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<v Speaker 3>I understood what my peers wanted, I understood what was

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<v Speaker 3>missing in the marketplace, and I understood how to use

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<v Speaker 3>the social media in a way that made sense to

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<v Speaker 3>my peers. So, for example, Twitter at the time was

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<v Speaker 3>just celebrities talking to other celebrities on the suggested user list,

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<v Speaker 3>and I was like, well, this feels very voyeuristic. You know,

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<v Speaker 3>I don't want to just watch someone talk to someone else.

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<v Speaker 2>I want to engage.

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<v Speaker 3>And Justin was the first person to cross a million

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<v Speaker 3>followers on Twitter that wasn't on the suggested user list

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<v Speaker 3>because we actually engaged with the fans. We created fame

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<v Speaker 3>groups like belieber Babes and bieber Army and all these

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<v Speaker 3>you know things.

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<v Speaker 2>The names are amazing. I know, you guys can giggle,

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<v Speaker 2>It's okay.

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<v Speaker 3>And actually a lot of the people who ran those

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<v Speaker 3>accounts are now executives in the music industry. Jackie Augustus

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<v Speaker 3>is a very big executive and she used to run

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<v Speaker 3>Bieber Army back in the day and when she was

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<v Speaker 3>like sixteen. So what I'm waiting for is that next kid,

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<v Speaker 3>that next kid who's in their twenties or even a

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<v Speaker 3>teenager who understands who's native to the technology and realizes

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<v Speaker 3>how to use that the AI that's coming all the

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<v Speaker 3>different things in a way that myself and Bang and

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<v Speaker 3>my peers just don't because it is a youth driven industry.

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<v Speaker 3>So when I meet people or their young artists, they go, hey,

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<v Speaker 3>what do you think I should do? My response is

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<v Speaker 3>usually stop worrying about getting to people like me. You

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<v Speaker 3>have all the resources to get to the audience directly,

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<v Speaker 3>and your peers develop with them. So when you say

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<v Speaker 3>how do we do it, it's going to be self discovery.

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<v Speaker 3>I just don't know how the next generation is going

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<v Speaker 3>to do it because for my dad it was vinyl,

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<v Speaker 3>you know, for me it was mixtapes for someone else,

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<v Speaker 3>who knows?

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<v Speaker 2>Right?

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<v Speaker 1>Do you as a result of that, do you feel

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<v Speaker 1>the balance of power in the music industry has shifted

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<v Speaker 1>more to the artists than when you started.

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<v Speaker 3>I think it's shifted to the artists, but there'll always

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<v Speaker 3>need to be those teams or people that give their

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<v Speaker 3>all in their heart alongside the artists to develop talent,

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<v Speaker 3>to understand the marketplace. And you know, that's what's exciting

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<v Speaker 3>because I kind of like where I am in my life.

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<v Speaker 3>I've never been so uncertain about what's gonna happen in

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<v Speaker 3>my life in the next five years. But I've never

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<v Speaker 3>felt so at ease with being uncertain and I think

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<v Speaker 3>the industry is in a very similar place.

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<v Speaker 2>Right.

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<v Speaker 1>Well, I would imagine a lot of money helps with that.

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<v Speaker 1>But I'm I'm just the best. I'm curious if you

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<v Speaker 1>were starting a a a new company today management whatever,

0:10:42.360 --> 0:10:43.920
<v Speaker 1>I know you don't you don't wanna manage it anymore?

0:10:45.080 --> 0:10:46.840
<v Speaker 1>Is there who is an artist out there? Like if

0:10:46.840 --> 0:10:48.520
<v Speaker 1>you could just pick one and you I'm gonna build

0:10:48.520 --> 0:10:49.959
<v Speaker 1>around you, who would you pick?

0:10:52.120 --> 0:10:52.320
<v Speaker 2>Ah?

0:10:53.960 --> 0:10:55.240
<v Speaker 3>I don't know cause I haven't really been in that

0:10:55.360 --> 0:10:57.839
<v Speaker 3>space of like, you know, finding the next one.

0:11:00.920 --> 0:11:02.319
<v Speaker 1>Well, it doesn't have to be the next one. It

0:11:02.360 --> 0:11:04.959
<v Speaker 1>can be it can be a huge star. Now, Like

0:11:05.040 --> 0:11:06.880
<v Speaker 1>who is someone now where you look at them and

0:11:06.880 --> 0:11:09.320
<v Speaker 1>they're already a star and you feel like their earnings

0:11:09.360 --> 0:11:11.920
<v Speaker 1>are over the next twenty thirty years or they're potential

0:11:11.960 --> 0:11:13.760
<v Speaker 1>of where they could go at their career is something that.

0:11:13.760 --> 0:11:14.679
<v Speaker 2>You want to be involved with.

0:11:19.200 --> 0:11:20.800
<v Speaker 3>I'm gonna give you the sound but you're looking for

0:11:20.920 --> 0:11:23.400
<v Speaker 3>cause I just can't help myself and the PR team's

0:11:23.400 --> 0:11:28.480
<v Speaker 3>gonna be like what I think the artist that's you know,

0:11:28.520 --> 0:11:31.679
<v Speaker 3>it's one that you should always bet on and is

0:11:31.679 --> 0:11:33.959
<v Speaker 3>already a huge star and you can always bet on

0:11:34.040 --> 0:11:35.960
<v Speaker 3>because they want it all the time, and they they

0:11:36.080 --> 0:11:38.800
<v Speaker 3>do what it takes to be you know, present and

0:11:38.880 --> 0:11:41.760
<v Speaker 3>relative all the time. Is Taylor Swift, I.

0:11:41.880 --> 0:11:44.000
<v Speaker 1>Was actually not thinking you were gonna say that, but

0:11:44.640 --> 0:11:48.600
<v Speaker 1>it's it's an obvious answer, but I you.

0:11:48.640 --> 0:11:50.439
<v Speaker 3>Know, I I also love that what we're doing with

0:11:50.520 --> 0:11:55.120
<v Speaker 3>our group Cat's Eye. I love uh Teddy Swims. I

0:11:55.200 --> 0:12:01.520
<v Speaker 3>love great voices like that. I love like Benson Moone.

0:12:01.520 --> 0:12:03.120
<v Speaker 3>I saw him perform the other day and that was

0:12:03.160 --> 0:12:07.240
<v Speaker 3>really impressive. Zach Brian is doing incredible stuff. So there's

0:12:07.440 --> 0:12:09.599
<v Speaker 3>you know, the fun part about it is everyone you know,

0:12:09.679 --> 0:12:12.080
<v Speaker 3>there's a huge opportunity coming with AI and it's going

0:12:12.160 --> 0:12:14.480
<v Speaker 3>to change the music industry the same way pro tools.

0:12:14.520 --> 0:12:14.640
<v Speaker 2>Did.

0:12:14.679 --> 0:12:18.160
<v Speaker 3>You know when pro tools came along, people said, what

0:12:18.400 --> 0:12:20.720
<v Speaker 3>is this? We need live instruments and you realize it's

0:12:20.760 --> 0:12:23.440
<v Speaker 3>a tool to create more music. And I think AI

0:12:23.559 --> 0:12:25.920
<v Speaker 3>is going to do the same thing. But there's always

0:12:26.040 --> 0:12:29.839
<v Speaker 3>going to be a need for both human emotion and

0:12:30.040 --> 0:12:30.720
<v Speaker 3>human error.

0:12:31.400 --> 0:12:32.959
<v Speaker 2>You know, if we want to watch the Great.

0:12:37.080 --> 0:12:39.360
<v Speaker 1>All right, that of course is our Lucas Shaw with

0:12:39.480 --> 0:12:41.600
<v Speaker 1>Scooter Ball and see you have the American division of HAIG.

0:12:41.679 --> 0:12:44.320
<v Speaker 2>I'm guessing that Taylor Swift comment might make a few headlines.

0:12:44.440 --> 0:12:46.400
<v Speaker 1>Look on's Twitter right now, see who's chatting about it,

0:12:46.520 --> 0:12:49.000
<v Speaker 1>because yeah, lots of people following.

0:12:48.800 --> 0:12:50.439
<v Speaker 2>These interviews from Bloomberg screen Time.

0:12:50.440 --> 0:12:52.839
<v Speaker 1>You can see the latest at live Go on Bloomberg Terminal,

0:12:52.880 --> 0:12:55.040
<v Speaker 1>and also catch the latest at bloomberg dot com slash

0:12:55.080 --> 0:12:55.600
<v Speaker 1>screen Time