Meet Scooter Braun, the man behind the pop idol phenomenon known as Justin Bieber. Now 21, Bieber recently underwent a dramatic transformation that changed his persona and the public’s perception of the pop star. But reflecting on the past of his protegee and client, Scooter reveals that Justin could have died at one point, revealed the Mirror.
Braun has managed Bieber for years, but only now is the pop idol’s manager ready to share the struggles that, during one particularly dark period, were life-threatening. How serious were those past problems? Scooter shared that after a tidal wave of bad publicity that hit Justin hard, Braun would not allow his client to tour. That ban occurred in 2013, following the release of the Journals album.
“I was not going to let him work. He wanted to tour, and I honestly at that time felt, if he toured, he could die,” Braun said.
Scooter admits that the outside world had no idea what was going on in Bieber’s life. Braun also made it clear that he won’t tell the full story because he’s waiting for Bieber to share when he’s ready.
“The outsiders don’t really know what was happening. It was far worse than people realize. and when he is ready, he will tell what he was going through. But it’s a hard thing to watch someone you care and genuinely love go through that. I’m really, really happy that’s over,” emphasized Scooter.
In addition, Braun recalled a turning point in the career of his client, crediting an intern in his office for coming up with the milestone event. It happened when Scooter held a staff meeting, encouraging his employees to suggest ideas for a thorough interview. Although Braun suggested famous talk show hosts such as Oprah Winfrey and Katie Couric, a 21-year-old Ava Coleman, then an intern, suggested something very different.
“I just think my generation doesn’t care about that,” said Ava in response to the suggestions of Oprah and Katie. “I think if you want people to see that he’s for real, he should do a Comedy Central roast.”
Scooter proclaimed it a genius concept, and just one day later engaged Comedy Central in a phone conversation. With Kevin Hart taking on the role of host and utilizing his comedic talents, the Comedy Central roast proposed by that intern and embraced as a great idea by Scooter proved to be the turning point that saved Bieber’s career by revealing his humility and sense of humor.
As to what caused those dark times and damaging reports? Braun did not go into detail himself just yet, noted the Daily Mail.
Just like his client, Scooter is modest. Braun admitted that he feels in some ways he failed when it came to helping the young pop star turn around his life. Scooter recognizes that the intense marketing program has made an impression, but he praises the 21-year-old for making the decision to undergo a life-changing – and potentially life-saving – transformation.
“I know people have seen the marketing and the A&R and everything we put together, and they’re like, ‘Wow, great job!’ But I want to be really clear: I was trying to do that job for a year and a half, and I failed every single day. It wasn’t until something happened that it clicked for him. He made the conscious decision as a young man: ‘I need to make a change in my own life.'”
Braun also maintains an active Twitter account, sharing tidbits from his life as well as those of the clients he manages and, as shown with Bieber, genuinely cares about. And his mini-bio on Twitter reveals that Braun believes in the importance of family and friends.
“Family and friends are everything. I live life and try and smile as much as possible. Inspire the world to try!” urges Scooter.
[Photo by Jemal Countess/Getty Images]