Based in West Hollywood, Whalerock partners with public figures and brands to create, build and operate direct-to-consumer multi-media apps which integrate music, video, live streaming, e-commerce, and gaming.

Whalerock's partners include Sirius XM, Howard Stern, Warner Bros., Pottermore, MTV, Comedy Central, CMT, MSN, Microsoft, the Kardashian/Jenner sisters, and Tyler the Creator.

The multi-media apps were described by Wired as "promising a new kind of interaction—one with more control (and money) for celebrities and more content (and exclusive allure) for super fans.

In 2005, he predicted that celebrities would become "more directly in contact with their fans, and that "instead of watching them through a cable box, you could see them on the Web and interact with them more."

"[5][6][7] Braun founded Whalerock Industries following his buyout of BermanBraun, a media production company he co-founded with Gail Berman.