Born in New York City, talent manager Scott Samuel Braun began his career as a party promoter in Atlanta, where he lived during his college years. (His permanent nickname, Scooter, was first coined when he was in the first grade.) His professionalism and enthusiasm caught the eye of industry professionals and in 2002, he was hired to plan parties for 5 cities on the "Anger Management Tour" which featured hip-hop and rap-rock acts such as Ludacris, Eminem and Limp Bizkit. Braun joined Jermaine Dupri's So So Def Records in a marketing capacity while still a sophomore at Emory University. In 2007 Braun launched SB Projects, which he intended to be a full service marketing and entertainment company. The company included marketing and consulting departments, as well as a publishing arm and a music label, School Boy Records. Braun discovered pop sensation Justin Bieber after seeing a video on YouTube of the 12-year-old Canadian singing a Ne-Yo song. After pitching Bieber to entertainment impresarios Justin Timberlake and Usher, Usher's manager and mentor L.A. Reid signed the youngster to a deal with Island Def Jam. In addition to his success with Bieber, Braun helped launch the careers of pop idols like Carly Rae Jepsen, Ariana Grande, British boy band The Wanted and Asher Roth. Braun married philanthropist Yael Cohen in July 2014.