Scooter Braun was in a meeting with Lucian Grainge, chairman and CEO of Universal Music Group, when an aide shared breaking news from Twitter: reports of a major incident at Ariana Grande's concert in Manchester, England. At 36, Braun manages Grande and pop icons like Justin Bieber, Kanye West, and Usher. He directed his team to investigate further. Minutes later, more unconfirmed tweets arrived—no official word yet from authorities or media.
It was May 22, early afternoon in Los Angeles. Grainge, a London native knighted by Prince William and one of music's most influential executives, suggested a 20-minute break. Braun agreed and dove into updates. Soon, the horror unfolded: a suicide bomber in Manchester Arena's lobby detonated a device packed with nuts and bolts just after 10:30 p.m. local time, killing 22 people—children and parents—and injuring over 100.
Braun, typically laid-back in shorts, sneakers, and a baseball cap, grew somber recounting it. "In my wildest dreams, I never thought this could be what it was," he says.
As details emerged amid chaos—Grande in tears, conflicting rumors—Braun scrapped plans to fly to London. Police uncertainty led him to reroute her to her grandmother's home in Boca Raton, Florida. There, for two days, they monitored police and hospital updates. Grande hesitated to resume touring; Braun handled insurance for cancellations, notified promoters, arranged counseling for staff and artists, and expressed gratitude to responders.
His anger mounted: "I just get mad as a dad. Parents and children killed. Someone watched kids leaving with joy in their eyes and decided that was enough."
Determined to act, Braun rallied Grande for a return concert in Manchester. Initially hesitant, she texted: "If I do nothing, these children died in vain." His "crazy idea"? A benefit show. He ensured she was ready, announcing it just a week prior, tickets days before.
Next, he lined up stars: Justin Bieber said yes instantly; Katy Perry, Miley Cyrus, Coldplay's Chris Martin followed. Within 24 hours, Black Eyed Peas, Pharrell Williams, Niall Horan, Liam Gallagher, Marcus Mumford, and more committed—for free, covering travel. Live Nation waived profits; BBC broadcast live.
Venue secured by rescheduling a Manchester United charity match via a Premier League contact. PHOTO: ROBERT ASCROFT; SIR. PORTER BELSTAFF, LEATHER JACKET; CALIFORNIA COWBOY, HOODIE; CITIZEN COTTON, T-SHIRT; YEEZY SNEAKERS
That's Scooter Braun's power.
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His West Hollywood office, a converted mansion, greets visitors with a "BELIEVE" sign. Walls showcase Bieber, Usher, framed awards, philanthropy photos with brother Adam. Staff under 30 buzz with energy. On visit day, Braun hosted a college friend, wife Yael Cohen Braun (F—Cancer founder), recorded promos, negotiated deals. Desk holds Sons of Abraham.
A fresh Hebrew tattoo for "life and luck" on his forearm—red and irritated from sun exposure despite warnings—prompts a rush appointment with a Beverly Hills surgeon.
Braun defies music mogul stereotypes: family-focused, posting kids Jagger and Levi on social media (3M Instagram, 4M+ Twitter followers). Self-deprecating: "I'm an adult who rides a scooter."
SB Projects (founded 2007) manages talent, produces TV/film, invests (early Uber, Spotify). Yet, at 36, Braun eyes greater impact: "I have a responsibility more than ever." Politics whispers? Reports urged a California governor run.
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Braun discovered 12-year-old Bieber on YouTube, promising lifelong support beyond business. Raised in Connecticut by dentist father and orthodontist mother (Holocaust survivor grandparents), instilled: "Brauns are special—to help others." Emory party promoter to So So Def exec, he inked Bieber's Island Def Jam deal.
Bieber calls him "close uncle"; finances secured against pitfalls. Braun expanded to Grande, others, spotting market voids with everyday taste. Accepts clients may leave: "If you love someone, you can't be mad if they don't love you back."
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Pre-concert London attack fueled resolve—stars urged no cancellation. June night, 50,000 filled stadium; 22M+ UK viewers. Broadcast globally.
Braun onstage thanked all, crowd's bravery: "You looked fear in the face and said, 'No, we are Manchester.'" Shared hospital visit: boy's plea, "love spreads." "Evil will test us... hate will never win." Roar greeted Grande.
Concert: pop as unity against hate, healing via entertainment. PHOTO: ROBERT ASCROFT; DOLCE BLUE, SWEATERS; DIOR, JEANS; JOINT PROJECTS, SNEAKERS
Braun reflects on cat-eared kids, victims' families: "We had to take a stand." Hand in Hand telethon honed leadership. Politics? Wrestling metaphor: ignoring bullying for pasta? "I don’t know how not to get up."
This article originally appeared in the November 2017 issue of SUCCESS magazine. Featured Image: Grooming by Cesar Paniagua; styling Ariana Weisner; Ovadia & Sons, jacket; Dior, jeans; John Elliot, T-shirt; Yeezy sneakers
