Scooter Braun, the American music manager behind singer Justin Bieber and "Gangnam Style" rapper Psy, has teamed up with one of Britain’s top advertising agencies to launch a joint venture as the entertainment and marketing industries increasingly look to collaborate.
Mr Braun’s company, SB Projects, and BBH, the London ad agency which has made award-winning ads for Levis and British Airways, have set up The Creative Studios to produce films and TV shows and they plan to expand into other areas of intellectual property (IP).
BBH chief executive Gwyn Jones, speaking at the Cannes Lions advertising festival, said: “This didn’t start with, ‘let’s get artists and brands together.’ It was, ‘let’s get together and make stuff’.”
Mr Braun has already proved at adept at developing IP ideas such as two best-selling fragrances for Mr Bieber and the highest-grossing music concert documentary.
“Our businesses have been moving into each other,” said Mr Braun, explaining how both the entertainment and marketing industries need to seek new revenues as traditional business models are hit by digital disruption.
Hollywood talent agency William Morris Endeavour last year took a stake in New York ad agency Droga 5.