Bruce began working in record shops at the very end of the fifties and went on to open Bruce's Record Shops in the swinging sixties!
By the early 1970s Bruce's Record Shops had become Scotland's best known record shop chain. Spread throughout central Scotland they specialised in American imports and underground rock and were famous for their distinctive red carrier bags with the legend "I Found It At Bruce's".
In 1973 Bruce organised and promoted Edinburgh's first pop festival, spread over 3 weeks and featuring many great music acts of the time, including Kevin Ayres, Gong, The Incredible String Band, Can, Procul Harum, Planxty and The Chieftans.
In 1977 Bruce started his own record label, Zoom Records releasing many Scottish acts including a band called Simple Minds. He went on to manage Simple Minds from 1978 to 1990.
During the 1980s Bruce's company, Schoolhouse Management also managed China Crisis, The Silencers, Muriel Gray (The Tube) and Calum Malcolm (Record Producer). Bruce was also heavily involved with both Live Aid (America) and the Nelson Mandela Tribute concert at Wembley Stadium in London.
In the 1990s Bruce managed several local bands including Annie Christian, The Ruffness and Aberfeldy. He hosted his own radio shows on Radio Forth and Scot FM.
During this period Bruce was also a member of the "Music Industry Taskforce", a Government advisory body which created the "New Deal" initiative, and was a founding member of the IMF (International Managers Forum).
Currently Bruce is involved in consultancy work and education in the music business, regularly lecturing at colleges throughout the UK. He is frequently invited onto local television and radio shows and still spends a lot of his time helping and advising local musicians.