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From Ariana to Watt: Catching Up With Scooter Braun’s 20 Clients as SB Projects Turns 10

As Scooter Braun’s SB Projects celebrates its tenth year in business, its management roster has grown to more than 20 active acts spanning multiple genres from pop (Ariana Grande, Justin Bieber) to hip-hop (Kanye West, Vic Mensa) to dance (Martin Garrix, Steve Angello) and expanding into non-music sectors (supermodel Karlie Kloss). Braun and his team caught us up on SBP’s diverse client list.

Ariana Grande 

The four-time Grammy nominated singer is currently in the studio working on her fourth album and Braun hints at a more mature sound. “She has such an extraordinary voice and it’s time for her to sing the songs that define her,” he says. “Whitney, Mariah, Adele … when they sing, that’s their song. Ariana has big vocal moments; it’s time for her song.”

Black Eyed Peas

Black Eyed Peas front man Will.i.am has long kept the public guessing, and following two separate hiatuses and singer Fergie’s departure, it’s still unclear what the group’s next musical move will be. In the meantime, individual band members are exploring other endeavors, like Will.i.am’s 2017 comic book “Masters of the Sun — The Zombie Chronicles,” published by Marvel, which puts a preternatural spin on a story centered on L.A. gangs.

Carly Rae Jepsen

The breakout success of her irresistible 2011 hit “Call Me Maybe” has made the Canadian singer-songwriter a favorite of pop radio and the indie music community. Her 2015 album “Emotion,” released by Braun’s School Boy Records, featured collaborations with Sia, Ariel Rechtshaid, and Mattman & Robin, and Jepsen is set to join Katy Perry’s Witness tour in select markets.

CL

Former K-pop group-leader CL launched her career at age 17 with 2NE1, then graduated to trending rapper, vocalist, dancer, songwriter, and fashion icon. Last year she performed a nine-date solo U.S. tour, and released a teaser single for a long-awaited (in internet years) debut album, due out in 2018.

Dan + Shay

The country duo co-managed with Nashville heavy Jason Owen was picked to represent the spirit of harmony by singing the 1960s Youngbloods classic “Get Together” with Lauren Alaina on this month’s CMA Awards. Pairing has been fortuitous for Dan Smyers and Shay Mooney, young-blooded Nashville songwriters who, as performers, have seen three straight No. 1 country radio records (“Nothin’ Like You,” “From the Ground Up,” “How Not To”) in the past two years.

Eden

The Irish electronic artist who once self-released tracks when the mood struck has now surpassed 500 million streams on digital platforms. In 2016, he released an EP for Astralwerks, “I Think You Think Too Much of Me,” which reached No. 1 on iTunes’ Alternative Charts and is on target for a full-length at the top of the year.

Justin Bieber

After total album sales of more than 25 million, a fifth of which can be credited to the most successful career reinvention in history, 2015’s “Purpose” album and tour, Bieber called off the final concerts of a two-year trek and took some time off. Yet between his work on Luis Fonsi and Daddy Yankee’s “Despacito,” DJ Khaled’s “I’m the One,” David Guetta’s “2U” and BloodPop’s “Friends,” he’s launched a parallel career as a versatile featured singer. What’s next? With his career rebooted, he could go anywhere. And maybe, after seven nominations, finally win that Grammy.

Kanye West

West, who Braun co-manages with Izzy Zivkovic, has had a relatively quiet year after a far-too-eventful 2016 that ended with him meeting with President Trump and being briefly hospitalized for psychiatric observation (coincidence?). He’s dropped the occasional guest verse (Drake, Mary J. Blige), tweeted vaguely shady self-help tips, launched new lines of Yeezy sneakers, presided over a growing family, and worked on an album about which little is publicly known. But like all active volcanoes, he could erupt at any moment.

Karlie Kloss

The Victoria’s Secret model who has appeared on more than 30 Vogue covers globally is expanding her purview to television, signing on to host her show, “Movie Night With Karlie Kloss,” on Freeform premiering in December, and a Netflix series with Bill Nye. A noted philanthropist, her Kode With Klossy scholarship program for young women interested in coding recently entered its third year.

The Knocks
The dance music duo are a sync-seeker’s dream, with placements in 2017 campaigns for Apple’s iPhone X, Coca-Cola and Starz. It’s no wonder: the last three tracks by the New York act, which also owns and operates the label HeavyRoc Music, each landed on Spotify’s viral charts. With a sold-out North American headlining tour behind them, festival appearances lie ahead. Their latest single, feel-good party anthem, “House Party” (Big Beat/Neon Gold) is a collaboration with Captain Cuts.

Lil Dicky

The self-deprecating rapper has made a name for himself in music and comedy and is soon to take on television. His most recent album, “Professional Rapper,” was certified gold by the RIAA, as were two singles with no radio play. Dicky also claims partnerships with brands like Trojan condoms and Mike’s Hard Lemonade.

Martin Garrix

Voted the No. 1 DJ in the world by dance-music bible DJ Mag, the Dutch 21-year-old is finally old enough to get into the clubs he regularly headlines. Following the 2012 success of “Animals,” certified double-platinum in the U.S., according to the RIAA, the Mike George-managed dance star released three EPs and a slew of singles, including his latest, “Forever” with Matisse & Sadko. A force at festivals worldwide, Garrix recently wrapped long-term residencies at Omnia Las Vegas and Ibiza’s Hï and Üshüaia.

Moxie Raia

Newly signed to Def Jam, and fresh off the Purpose world tour, where she along with Post Malone were among Justin Bieber’s warmup acts, the New Jersey native released a mixtape that featured Wyclef Jean and Pusha T earlier this year. She’s in the studio recording her debut album.

Rixton

The British band got Braun’s attention around 2013 with a series of video vignettes poking fun at hits by Rihanna, Katy Perry, Lady Gaga and Bieber. A year later, the band had a Benny Blanco-produced single, “Me and My Broken Heart,” (released via School Boy) that went to No. 1 in the U.K. A future U.S. run remains in the cards.

Steve Angello

The former member of Swedish House Mafia headlined Coachella in April one year after his debut album “Wild Youth” (Size Records) reached No. 1 on the iTunes Dance chart in 41 countries. After a return to his native Sweden, the DJ found solace in religion and was inspired to create a high concept multiple-installment series of songs “Genesis,” “Inferno,” and “Paradiso” leading up to an album release in early 2018.

Todrick Hall

A YouTube star, “American Idol” alum and all-around entertainer, Hall is coming off a stage run in which he starred as Lola in “Kinky Boots” and recently appeared in Taylor Swift’s video for “Look What You Made Me Do.” Up next for the 32-year-old rapper: a documentary, “Behind the Curtain: Todrick Hall,” chronicling his unexpected career journey, and the role of Billy Flynn in the Broadway revival of “Chicago.”

Tori Kelly

After a breakthrough 2016 for Kelly, including a Grammy nomination for new artist and a sold-out tour in support of her debut album, “Unbreakable Smile” (Capitol Records), the singer segued
into movies, voicing the role of Meena in the animated feature “Sing” alongside Matthew McConaughey, Reese Witherspoon and Seth MacFarlane. Musically, her most recent appearances are on Christian rapper Lecrae’s track “I’ll Find You” and country artist Chris Lane’s “Take Back Home Girl.” She is in the studio working on her second album.

Vic Mensa

In July, Mensa released his first studio album, “The Autobiography,” featuring special guests Weezer, Syd and Pharrell Williams. The 24-year-old Chicago bred artist has also collaborated with Kanye West, Sia and Chance the Rapper. A frequent visitor to festival stages, he’s performed to massive crowds at Coachella, Lollapalooza, and Governors Ball, and recently landed the opening slot for Jay Z’s 4:44 tour.

Watt

Hit songwriter and producer (Kygo’s “It Ain’t Me” featuring Selena Gomez, Camilla Cabello’s “Havana” featuring Young Thug) Watt is one of the industry’s most in-demand collaborators. A standout guitarist, he has performed with the likes of Sting, Jane’s Addiction and One Republic and now has his sights set on a solo career.

David Guetta 

A more recent entry to the SBP fold, as a consulting client, the veteran French DJ, Grammy winner, producer behind hits like Black Eyed Peas’ 2009 smash “I Gotta Feeling” recently collaborated with Justin Bieber on “2U.” It was the third Bieber feature in 2017 to find success on radio and streaming platforms, following “I’m the One” and “Despacito.”

Jason ‘Poo Bear’ Boyd 

“Every time I bet on you, we win,” Braun told Jason “Poo Bear” Boyd shortly after the songwriter turned in what would become the chart-topper “What Do You Mean” for Bieber’s million-selling album “Purpose.” Recognizing a track record that goes back 15 years, when, as a teenager, Boyd was brought in to work on songs for the group 112 (he subsequently wrote songs for Jill Scott, Blu Cantrell, Ludacris, Big Boi and Chris Brown), SBP took on its first writer client. “Scooter doesn’t really represent any songwriters so it felt exclusive and I felt special about it,” says Boyd, who is published by BMG. “After ‘Purpose,’ we realized that we were a great team and that it made sense for us to work together. And he just started to deliver and took me to another level.”

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