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- Social media has been
an amazing influence

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because it's changed the entire world.

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My name is Scott Scooter Braun

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and I am the founder of SB Projects.

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It is funny for me because

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when I started using social
media to break music acts,

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people thought I was insane.

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They would tell me that
these are just YouTubers,

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they're not real artists
and now, fast forward,

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artists who are coming up wanna
show their YouTube numbers.

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As far as investments
and how that's changed,

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that hasn't changed much to me.

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You bet on great entrepreneurs

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and I don't think that will ever change.

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- [Interviewer] So much
content now, that how difficult

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can it be to actually kind of break

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through the nose sometimes these days?

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- The best thing you can do
to break through the content,

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you know, content eruption
is to just be as authentic

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as you possibly, you know, can be.

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People see what's authentic
and they relate to that

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and that's the most important thing.

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It's not trying to get
millions, millions of hits,

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it's trying to be relatable and authentic

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in a one-on-one moment,
which our phones create.

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It's a very intimate thing
when we absorb content today.

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- [Interviewer] As a talent
manager, when do you feel

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like it's your job to kind of step in

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or to step in at all?

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- Look, I think it's my job to be honest.

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I once had an artist tell
me, hey you don't need

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to tell me this, I'm good
enough, I can do that on my own.

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And I said, that's fine, you're
gonna make your own choices,

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but what I don't want is
you looking at me later

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and saying, why didn't you tell me?

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You're allowed to completely ignore me,

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but I'm always gonna speak my truth

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because I'm not interested
in working for you,

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I'm interested in working with you.

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So, I think it's my responsibility

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to tell people my opinion at all times,

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the same way they're
free to express their own

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and at the end of the day
make their own decision.

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- [Interviewer] You were incredibly young

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when you got started at So So Def,

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is there one main piece
of advice you would love

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to tell that younger guy that started?

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- If I could tell my 19 year old self

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when I started any advice
it would be tomorrow comes.

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I used to feel like I
needed to address everything

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in the moment and there's
a power in standing still.

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There's a power in letting
time figure it out for you

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and letting the chess
pieces move on the board,

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so that you can identify,
you know, what to do next.

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So I would tell the kid it's okay to sleep

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and it's okay to wake up the
next morning and reassess.

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(upbeat music)