On September 14, 2021, in New York City, Scooter Braun attended the Justin Bieber: Our World event at The Edge at Hudson Yards. The feud between Scooter Braun and Taylor Swift began in 2019 when Braun gained control over Swift’s songs after she left Big Machine Records. Swift expressed her dissatisfaction with this move and announced her intention to perform a medley of her hits from the past decade on the show, emphasizing that neither Braun nor the singer had any involvement in writing those songs or creating her relationship with her fans.

Although a couple of years have passed since the initial feud, the topic was reignited when Scooter Braun watched a documentary and made light of it in his Instagram Stories. He shared a TMZ post featuring paparazzi photos and commented, “How was I not invited to this?!?” In response, he mentioned the dangers of weaponizing a fan base, particularly when the artists he works with have large fan bases.