Well, that escalated quickly. As most folks were happily going about their weekend or getting set for the week at work, a music biz bombshell dropped with news of Scooter Braun’s acquisition of Big Machine Label Group. The fallout from it has yet to clear.
In a deal worth an estimated $300 million, Braun’s Ithaca Holdings announced on Sunday it had acquired Scott Borchetta’s Big Machine, and with it the entire, six-album catalog Taylor Swift has released through labels.
Swift was horrified by it all. In a social post, Taylor said she learned of the deal “as it was announced to the world,” and that the situation brought her back to “the incessant, manipulative bullying I’ve received at [Braun’s] hands for years.” The pop superstar went on to denounce the deal as her “worst case scenario,” and questioned Borchetta’s loyalty. “Never in my worst nightmares did I imagine the buyer would be Scooter,” she wrote. To wrap things up, she signed off, “Sad and grossed out.”
And with that detonation, the entertainment world erupted and split into distinct camps.
Yael Cohen Braun, the artist manager’s wife, stepped in to defend her husband and claimed that Swift did know about the deal (and declined to make a move to buy the catalog). She also turned the tables. “And girl,” she wrote, “Who are you to talk about bullying?” The world has watched you collect and drop friends like wilted flowers.” Also, “You are supposed to be a role model, but continue to model bullying.”
Justin Bieber, one of Braun’s best-known clients, stepped in and sided with his manager. In a post, he wrote, “for you to take it to social media and get people to hate on scooter isn’t fair. What were you trying to accomplish by posting that blog? seems to me like it was to get sympathy u also knew that in posting that your fans would go and bully scooter.”
And now, Borchetta has stepped in to call BS on Swift’s claims that she woke up to the news “when everyone else did.” The Big Machine founder event took exception to several of Swift’s points, including the suggestion that she was “in tears or close to it” any time Braun’s name was brought up.
In Swift’s camp you’ll find Halsey and collaborators Joseph Kahn, Todrick Hall and many others. And on the sidelines, the world’s media is watching on, fingers at the keyboard, popcorn close by.
Check out how each camp is firing away on social media below.
Swift’s #Squad
Watch LIVE from vro HQ from brendonurie on www.twitch.tv
— @taylorswift13 pic.twitter.com/1iI2tCr8my
— h (@halsey) June 30, 2019
I feel terrible for Taylor. This is the record business at it’s most ruthless and shady. She is genuinely one of the nicest people ever and does not deserve this. She should own her work. These people are soulless.https://t.co/RoHkFumLFA
— Joseph Kahn (@JosephKahn) June 30, 2019
And this is why I’m so happy to own my master for this new album, they really do ppl crazy dirty on ownership of their intellectual property in the biz. https://t.co/RtyN37yEvQ
— IGGY AZALEA (@IGGYAZALEA) June 30, 2019
For those asking, I left Scooter Braun a long time ago…I am saddened by this news, but not shocked. He is an evil person who’s only concern is his wealth and feeding his disgusting ego. I believe he is homophobic & I know from his own mouth that he is not a Swift fan.
— Todrick Hall (@todrick) June 30, 2019
I truly hope justice is served and that my friend’s music will fall into the hands of a better human.
— Todrick Hall (@todrick) June 30, 2019
My feelings on scooter summed up in a song I wrote about my experience there. https://t.co/7NMHkquPzQ
— Todrick Hall (@todrick) July 1, 2019
Also……..Men sending women in (their wives) to carry out their patriarchal bullshit is the worst form of feminist and human betrayal of all time – looking at you Yael and Hailey
— Todrick Hall (@todrick) July 1, 2019
I would normally not say anything because I’m sure scooter will threaten me like he has before to keep me quiet, but guess what Scooter, nothing you can do to me would be worst than the 6 years of my life I can’t get back from when & I was ignored as your “artist”
— Todrick Hall (@todrick) July 1, 2019
I would normally not say anything because I’m sure scooter will threaten me like he has before to keep me quiet, but guess what Scooter, nothing you can do to me would be worst than the 6 years of my life I can’t get back from when & I was ignored as your “artist”
— Todrick Hall (@todrick) July 1, 2019
Also, why posting a pic of a call sheet from over a year ago is helpful is curious to me. I have no shame in my hustle and grind to make an entire visual album with no label and no help. It took me 8 months to pay off an 800k project by myself and I’m not ashamed of that.
— Todrick Hall (@todrick) July 1, 2019
Taylor doesn’t deserve for someone who has constantly BULLIED her to OWN THE RIGHTS to her blood, sweat, + tears. It’s not the dark ages – artists shouldn’t be held down, and I couldn’t be prouder of my friend for standing up for what’s right. End of story.
— Martha Hunt (@MarthaHunt) July 1, 2019
Me with anyone throwing shade at @taylorswift13. Literally me.
—-#WeStandWithTaylor pic.twitter.com/YvYTPuCfnD— Elaine Hendrix (@elaine4animals) July 1, 2019
Confused how Taylor Swift standing up for herself and speaking truth and trying to change the music industry is her asking for sympathy?!? She doesn’t want sympathy. She wants to have a chance to own HER music.
— Katie Krause (@Katie_Krause) June 30, 2019
I think many of us in the music industry feel her frustration. Not that I know the details, but this feels gross, even if it’s ‘legal’. I have dealt with this on a lesser scale. I feel bad for TS. https://t.co/IgApdST3Z7
— allie x (@alliex) June 30, 2019
I’ve reached out to her and love her very much. https://t.co/w1CIvESKAy
— Kelsea Ballerini (@KelseaBallerini) July 2, 2019
Braun’s buddies
“100% of all Taylor Swift assets were to be transferred to her immediately upon signing the new agreement. We were working together on a new type of deal for our new streaming world that was not necessarily tied to ‘albums’ but more of a length of time… Taylor had every chance in the world to own not just her master recordings, but every video, photograph, everything associated to her career. She chose to leave.” — Scott Borchetta, Big Machine
You’re a good kind man @scooterbraun I hope this passes quickly.
I love you keep going.— sia (@Sia) July 2, 2019