Scooter Braun needs no introduction. He's the man who discovered Justin Bieber. Enough said. And that maverick spirit is what interested Romanelli in doing this project. "If you look at what he did for a number of people in the music industry, he's definitely a mogul and has reinvented the wheel a couple of times," he said. " I was just as excited about the opportunity of working with him as I was for the opportunity to resurrect BK. From a viral perspective, having him to energize the program really supports the product."