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Scooter Braun seems to think Justin Bieber could have lost his life if he didn’t intervene and lend him a helping hand. Speaking on Bieber’s highly-publicized trials and tribulations earlier on in his career, Braun had the following to say during an interview with The New York Times:
As I started to see it going in the wrong direction, I started to prepare. I put deals in place where he was protected for the long run. And I started to prepare my company to scale, because I was not going to let him work. [After “Journals,” Mr. Bieber’s 2013 digital compilation,] he wanted to tour, and I honestly at that time felt, if he toured, he could die.
Elaborating on the thought process and approach behind his revival of Bieber and just how he launched the Purpose singer’s recent comeback, Braun broke it down as such:
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.”
I decided I needed six months of that. I looked at Robert Downey Jr. and all these people — when you ask for redemption, people will give it to you. But if you’re the boy who cried wolf, they’ll destroy you. Once I saw there was consistency I said, O.K., now it’s time to go back in the professional life. The click happened about 20 months ago. Six months after that, you start seeing me planning a [Comedy Central] roast. And then the Calvin Klein ads come, and the roast comes…
For more, check out the NYT piece here.