“It doesn't matter if it's social media or radio media or television media - it's all media, and it's all marketing. It's about understanding where your fans are. And when you have infiltrated them, and they're satisfied, and there's demand, how do you grow it from there?”

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.