The ‘Swift’ descent of Braun's empire
Unpacking the exit and shifting alliances of controversial talent manager Scooter Braun
The controversy around music manager Scooter Braun has only intensified after multiple artists left his entertainment company last month. (Flickr/TechCrunch)
The music industry has always been a hotbed of controversy from copyright disputes to artist feuds. One of the most recent and buzzing controversies in the music world involves talent manager Scooter Braun. This ongoing dispute, which began in 2019, revolves around the acquisition of Taylor Swift’s music catalog by Braun’s company, Ithaca Holdings.
The controversy started when Ithaca Holdings purchased Big Machine Label Group, which owned Taylor Swift’s first six albums’ master recordings. The acquisition meant Braun had control over Swift’s catalog, a fact the pop star vehemently opposed. Swift expressed her disapproval in a Tumblr post, accusing Braun of “bullying” her throughout her career.
Swift’s accusations ignited a heated debate within the music industry and among her fans. While Braun argued he had been unfairly portrayed and Swift had declined an opportunity to purchase her catalog, Swift maintained that she was never given a fair chance to buy her own music.
The issue with Scooter Braun has not been resolved, and it has led to legal battles and ongoing feuds. Swift has been re-recording her early albums to regain control over her music with 1989 (Taylor’s Version) on its way. Additionally, other artists, such as Justin Bieber and Kanye West, have publicly supported Braun, further deepening the divide within the industry.
In May, reggaetón sensation J Balvin parted ways with Braun’s SB Projects to join Roc Nation, both of which are entertainment and media companies. On Aug. 21, Billboard first reported that Demi Lovato and Braun had ended their professional relationship after four years of collaboration, which Variety later affirmed, characterizing their parting as friendly.
A few days later, representatives for Carly Rae Jepsen, BabyJake, and Asher Roth confirmed to AP News that they are no longer associated with Braun’s management and haven’t been for an extended period. These speculations initially surfaced on Aug. 18 when Puck News disclosed that Justin Bieber and Braun hadn’t communicated in months, reporting Bieber had begun exploring new agency or management options. Both Bieber and Braun’s representatives dismissed this in statements to Page Six, and Bieber remained silent on the matter.
Ariana Grande is another pop star reported to have recently cut ties with Braun. She began working with the music manager in 2013 ahead of the release of her debut album, Yours Truly, and briefly fired him in 2016 before rejoining his team. While sources close to Braun denied Grande’s departure to Variety, Billboard reported those close to the pop singer say she dropped Braun for good.
This sudden mass departure of artists leaving Braun is a call for concern and questioning into the music manager’s behaviour. The composition of Braun’s current roster remains unclear as his company’s website amalgamates past and present clients without differentiation.
The Braun controversy is a microcosm of the larger issues facing the music industry today. It highlights the power struggles between artists and the entities that control their music, the need for greater transparency in contractual agreements, and the influence of social media in shaping public opinion.
As the music industry continues to evolve in the digital age, it’s clear discussions about artist empowerment and ownership will persist.
This serves as a reminder that artists are increasingly taking matters into their own hands, advocating for their rights, and challenging the status quo in an industry that has often been resistant to change. Whether this leads to meaningful reforms remains to be seen but one thing is certain — the controversy has sparked a crucial conversation that will shape the future of music.
