“I don't know that you can set out to be a brand. For us, it happened very organically, and we never rushed it or leaned on it too hard. I felt a true culture had started to emerge several years into the Machine, so we started trying some things, starting with simple stuff like cool merch.”

American record executive and founder of Big Machine Label Group

Scott Borchetta is an American record executive and founder of the Big Machine Label Group. He is also a sports car racing driver and team owner, known for work that spans music and motorsport. He started Big Machine in 2005 with Taylor Swift as the first artist signed, and the company began with 13 employees. As president and chief executive, he oversaw Big Machine Records, Nashville Harbor Records & Entertainment, The Valory Music Co. and Nash Icon Records. In 2015, he served as an in-house mentor on American Idol during its 14th and 15th seasons.