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Thursday, November 19, 2015

SCOOTER'S BIEBER TRIUMPH: HOW'D
HE DO IT?

How did Scooter Braun do it? Everyone in the biz has been asking that question since Justin Bieber’s Purpose blazed past One Direction’s Made in the A.M. in a win as surprising as it was resounding, with projections now in the neighborhood of 500k albums and 600k SPS. Yes, that make it the #1 debut of the year. How did Braun mobilize the fan base so effectively?

Hypothetically, if he’d spent $1m to get Bieber a #1, what would be the multiple that would impact the value of the brand? 10x? 20x? Without the nontraditional sales resulting from Braun’s late offensive, the race might have been much tighter.

Braun’s star couldn’t be shining more brightly at this critical juncture, as massive negotiations are underway on several business fronts. The timing of his latest triumph is opportune, to say the least.

 
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