Expect the Unexpected
When you set up a photo shoot with the twenty-something music industry hotshot who introduced the world to Justin Bieber, the biggest tween star in recent history, you expect a lot of things. You expect an entourage of handlers, P.R. people and assistants. You expect an arrogant subject who will give the photographer no more than a half hour of his time. You expect rules and guidelines as to what he will and won’t do for the shot.
That’s what you would expect.
But Scooter Braun is a regular guy who talks more about organizing his ten-year Greenwich High School reunion than pulling off sold-out
Bieber extravaganzas. And although he understands why we wanted to shoot him in the sleek SICIS showroom filled with over-the-top flashy mosaics, he maintains that he’s more goof than glitz. And it seems sincere—after all, the guy did change his name from Scott to Scooter.
It was the day after Bieber’s Madison Square Garden concert and Scooter showed up for the shoot a little, shall we say, tired. While most people would have wanted to get in and out, this guy was up for anything. As a matter of fact, it was on his suggestion that we caught him midair for our cover shot.
Of course our conversation included chitchat about Justin (no, he’s not buying his mother a house in Greenwich) and the thousands of screaming fans (Scooter is still in awe of their adoration). He shared lots of stories about lots of people (many of which we promised not to print). He talked about his parents, friends and girlfriend. But then he turned the tables: “So what did you guys expect me to be like?” He knew exactly what we expected—and seemed to love being just the opposite.