Braun’s SB Projects and the award-winning British advertising agency team up for The Creative Studio, “a next-generation content studio”, announced this week at Cannes.
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The Creative Studio (TCS), described as “a next-generation content studio that brings ideas to life with best-in-class execution”, was unveiled at Cannes earlier this week.
The joint venture aims to create quality content with the production values, speed and economies of scale synonymous with Braun‘s SB Projects’ novel approach to building entertainment and talent brands.
SB Projects (Scooter Braun Projects LLC), established in 2007, is the company behind the two most-viewed videos of all time on YouTube (South Korean sensation Psy’s Gangnam Style and Justin Bieber’s Baby), as well as the highest grossing concert documentary of all-time (“Justin Bieber: Never Say Never”).
The London-based BBH has created award-winning ads and campaigns for Levis, British Airways, Axe and Playstation, in addition to winning this year’s Time Magazine’s Ad of the Year (“Google – Dear Sophie”).
The Creative Studio will create music videos, ads, B-roll and marketing and promotional videos for the clients of BBH and SB Project, as well as new brands, and down the line may produce long form content for television and feature films.
BBH and SB Projects have worked together for three years, with BBH helping to create work to launch Justin Bieber’s Number 1 selling fragrances Girlfriend and The Key. The companies decided to join forces in the belief that the talent-building and social media firepower of Braun, combined with the creative muscle of BBH would create value for clients – TCS would leverage BBH’s world-class creative, strategic and production capabilities and SB Projects’ progressive talent, entertainment and media expertise, allowing the two entities to control the entire creative process from idea inception to execution.
“I’ve built my career and company through recognizing talent and sharing that talent with the world. Having worked with BBH on numerous successful projects, I realized they are some of the most talented creatives and strategists I’ve ever met, ” said Braun.
“We are excited to be partnering with BBH in a more meaningful way via the Creative Studio to create and tell stories together, be it for our clients, our partners, or original IP that we are passionate about. With this partnership we can be as creative as we want to be and hopefully affect culture. Not a bad reason to wake up and go to work in the morning.”
Gwyn Jones, Chief Executive Officer of BBH said: “Scooter Braun and his team have turned the music business upside down in terms of sourcing talent, distributing content and creating value. The BBH team in L.A. have got to know them really well and love working with them. So we are delighted to be partnering with Scooter in this venture to bring a similarly fresh perspective to the business of content creation in film, broadcast and video. We already have some exciting output in the pipeline and look forward to sharing the benefits of The Creative Studio approach with our clients and other partners in the near future.”
TCS will be based in Los Angeles and led by Scooter Braun and Pelle Sjoenell, Chief Creative Officer of BBH Los Angeles.
Scott Samuel “Scooter” Braun was born in New York City in 1981 to a Conservative Jewish family. He began his career by organizing parties while studying in Atlanta, and at the age of 19 he became the head of marketing at So So Def record label.
After leaving the label, he started his own marketing business. He first encountered Justin Bieber when he saw a video of a 12-year-old Bieber on YouTube, performing a song by American R&B singer Ne-Yo. After convincing Bieber’s mother to bring her son to the US, Braun secured his young Canadian artist a deal with Island Def Jam record label. Shortly after, his client became the first ever artist to have seven songs from a debut record to chart on the Billboard Hot 100.
In 2007, Braun established SB Projects (Scooter Braun Projects LLC), a full-service entertainment and marketing company encompassing a wide range of ventures , which includes RBMG – a joint media company and record label between Braun and American R&B artist Usher.
Braun is greatly involved in various charities, insisting on donating certain proceeds from his business. His greatest commitment remains for the charity Pencils of Promise – established by his brother, Adam – that helps build schools in developing nationsץ