HYBE America
Scooter Braun and Jermaine Dupri are together again.
On Monday (April 7), HYBE America, where Braun serves as CEO, announced it had struck a distribution partnership with Dupri’s legendary So So Def Recordings, serving as a full-circle moment for both music executives.
“Everything I learned about the music business started with Jermaine,” said Braun in a statement. “He gave me my first shot when I was just a kid with a dream. I was blessed to witness genius up close — and now, years later, it’s an honor to return to where it all began and stand beside him as a partner.”
Braun’s legendary career started when he was a 19-year-old club promoter working under Dupri’s tutelage. In the years since, he has risen to become one of the biggest names in the music business, previously managing A-list artists like Justin Bieber, Ye (formerly Kanye West) and Ariana Grande.
Trending on Billboard
The deal will give So So Def full access to HYBE America’s marketing infrastructure, allowing the label to expand its artists’ global reach.
As one of the biggest powerhouse labels of the ’90s and early 2000s, So So Def’s roster has included superstars like Usher, Janet Jackson and Mariah Carey. It also recently launched rising star Muni Long.
“Jermaine Dupri isn’t just a legend — he’s one of the greatest producers and executives of all time,” Braun continued. “He changed the sound of a generation. This deal is about giving him the modern tools and reach his legacy deserves, and making sure the next generation hears what the last one already knows: Jermaine Dupri is a giant.”
Dupri echoed this sentiment in his own statement. “This isn’t just a business move — this is family,” he said. “Watching Scooter build what he has built has made me incredibly proud. He learned the game inside So So Def, and now he’s in a position to open doors the way I once opened them for him. That’s what legacy is about.”
So So Def and HYBE America will begin rolling out new music in the coming months.
HYBE America has partnered with Alan Chikin Chow, creator of the scripted YouTube series Alan’s Universe, to form a new pop group that will be introduced to audiences through a streaming series, it was announced on Thursday (April 3).
The partnership, dubbed HYBE AMERICA X AU, will kick off with a global talent search to form the group, which will be composed of three women and three men. Those chosen will undergo HYBE’s rigorous K-pop development system in Los Angeles. The resulting series, which will be executive produced by Chow alongside HYBE America president James Shin and CEO Scooter Braun, “will follow a group of aspiring pop idol rejects enrolled at an arts academy who decide to form their own band, fusing the worlds of drama, acting, and musical performance with concurrent releases of original music and choreography,” according to a press release.
The multi-faceted project will live on Chow’s YouTube channel (which boasts more than 88 million subscribers) and “across multiple platforms that include music, merchandise, live touring, and more,” with the goal to “reimagine the fictional musical act turned real-life global popstar pathway for today’s generation,” as stated in the release.
Trending on Billboard
“The passionate global fanbase of Alan’s Universe partnered with the premier music prowess of HYBE AMERICA creates an unstoppable force,” said Chow in a statement. “Together, we stand to create a next-generation franchise with one purpose: to serve our fans with inspiring, impactful stories.”
“This partnership represents entertainment’s future—where content and music enhance each other rather than simply coexist,” added Shin. “We’re building a franchise with Alan that establishes a new model for artist development in the digital age.”
Braun added, “Alan’s extraordinary connection with global audiences makes him and this partnership unique. Together we are not only reimagining the star-making process but will help to create once-in-a-lifetime opportunities for exceptional storytelling and development.”
To apply, male and female candidates between the ages of 18 and 28 anywhere in the world can upload a singing or dancing clip to YouTube Shorts along with the hashtag #HYBEAMERICAxAU. More details can be found here.
Scooter Braun announced his retirement from artist management on Monday (June 17), officially putting a cap on a 23-year run during which he guided the careers of some of the biggest pop stars of the 21st century, including Justin Bieber, Ariana Grande, Demi Lovato, J Balvin, Carly Rae Jepsen, The Kid Laroi and others.
“I have been blessed to have had a ‘Forrest Gump’-like life while witnessing and taking part in the journeys of some of the most extraordinarily talented people the world has ever seen,” Braun said in a statement issued on social media. “I’m constantly pinching myself and asking ‘how did I get here?’ And after 23 years this chapter as a must manager has come to an end.”
Braun sold Ithaca Holdings, the parent company of his management company SB Projects, to South Korean entertainment conglomerate HYBE in 2021.
Trending on Billboard
Braun will continue his work as HYBE America’s CEO.
A good portion of Braun’s 1,300-plus word send-off is spent recalling some of his fondest memories as a manager, including seeing Andrew Wyatt win a producer of the year Grammy, watching Quavo succeed as an entrepreneur, seeing Dan + Shay “go from local Nashville writers to sold out headliners,” and enjoying “brother Usher dominate the Super Bowl this year.” He also said he was “Kanye’s ‘gateway drug to business’ as we had amazing years of success when I was once able to call him my friend.”
He made sure to single out his two crowning clients — Bieber and Grande — “a 13 year old kid busking in Canada” and “a young actress on Nickelodeon” when he signed them.
“To see them both come up to be the legends they are today will forever be one of my greatest honors,” he said. “As we change our working relationships now, I will continue to root for them with the same passion that I did at each of their humble beginnings… There will never be a day where I don’t take great pride and honor in what we accomplished together.”
Read Braun’s full announcement:
23 years. That’s how long I have been a music manager. 23 years ago a 19 year old kid started managing an artist named Cato in Atlanta, GA and my journey began. Along the way I have had so many experiences I could never have dreamt of. I have been blessed to have had a ‘Forrest Gump”-like life while witnessing and taking part in the journeys of some of the most extraordinarily talented people the world has ever seen. I’m constantly pinching myself and asking “how did I get here?” And after 23 years this chapter as a must manager has come to an end.”
It’s a strange feeling because I think I have wanted this for a while, but I was truly afraid to answer the question “who would I be without them?” I was really just 19 years old when I started. So for my entire adult life I played the role of an artist manager on call 24 hours a day, 7 days a week. And for 20 years I loved it. It’s all I had known. But as my children got older, and my personal Iife took some hits, I came to the realization that my kids were 3 superstars I wasn’t willing to lose. The sacrifices I was once willing to make I could no longer justify. It was time to step into a new role.
In this next chapter I have been honored to join as a board member of Hybe and serve as the CEO of Hybe America. My brilliant partner these past 3 years, Chairman Bang, has a vision I truly believe in. But even beyond that he has become a true friend who understands where I must be in my life these days. And that is a father first, a CEO second, and a manager no more.
Over the past 2 years I have been heading towards this destination, but it wasn’t until last summer that this new chapter became a reality. One of my biggest clients and friends told me that they wanted to spread their wings and go in a new direction. We had been through so much together over the last decade, but instead of being hurt I saw it as a sign. You see, life doesn’t hand you YOUR plan, it hands you GOD’s plan. And God has been pushing me in this direction for some time. I have nothing but love for those I have worked with over the years, and as we develop a different working relationship, I will always be in their corner to consult and support them whether it be directly or from afar. Every client I have had the privilege of working with has changed my life, and I know many of them are just beginning to see the success they deserve. I will cheer for every single one of them.
I have gotten to see my friend Andrew Watt win the Grammy for Producer of the year. I have laughed and cried as Lil Dicky truly became DAVE. I have witnessed an angel of a human Tori Kelly win Grammys and star in films. I have seen J Balvin live out his dreams of breaking boundaries, and Demi show kindness and grace that few megastars have. I have been moved as Zac Brown Band raised our flag and delivered the hits. I was excited the first time I heard Animals with Martin Garrix, and learned a new world with David Guetta and Steve Angello. I have danced to Carly Rae Jepsen’s Call Me Maybe and smiled ear to ear as PSY brought us Gangnam Style. I have watched Quavo grow to be an entrepreneur, and served as Kanye’s “gateway drug to business” as we had amazing years of success when I was once able to call him my friend. I have marched with YG and flown to Australia with Laroi to see the hometown kid rock an arena. I have seen Dan Shay go from local Nashville writers to sold out headliners and award winners. The list of artists goes on and on over 23 years. So many stories it would take me forever to name. From those first years with Asher Roth to watching my partner and brother Usher dominate the Super Bowl this year, it is truly overwhelming.But it was this past Christmas Day when Ariana and Justin became the biggest male and female in the history of the Spotify Billions club that I just smiled and thought “what a ride.” Justin and Ariana were both young teenagers when I began with them. Justin a 13 year old kid busking in Canada and Ariana a young actress on Nickelodeon. To see them both come up to be the legends they are today will forever be one of my greatest honors. As we change our working relationships now, I will continue to root for them with the same passion that I did at each of their humble beginnings. I remember the pranks and the water park shows with Justin, and the first time Ari opened an arena tour and her excitement side stage. I remember as they both stepped up for others and I got to witness them each change the world and make history. There will never be a day where I don’t take great pride and honor in what we accomplished together. The same can be said for so many I have had the pleasure of once being called “manager”.
There has been a lot said about what is happening in our company… and in my career. When we had success I smiled, and when we were attacked I tried to always take the high road. But for the last 3 years I have begun to feel that taking the high road has created confusion and ambiguity as to who we are. I may have left my role in management, and my business relationship with many clients will alter and change, but this does not mean we as a company are leaving. Both Allison Kaye and Jennifer McDaniels are more than capable to lead and as we combine new resources the opportunities with their leadership are endless. These two incredibly powerful women will now step into a role that I know will grow into the most impressive women-led management business our industry has even seen. While my name may have been on the door all these years, the truth is there is no one as brilliant as Allison Kaye, and few who can manage with the grace and poise of Jen McDaniels.
We at Hybe will continue to grow. With the addition of QC to Hybe America and our existing business at Big Machine, we will continue to add amazing execs and artists to the roster. Our WeVerse platform and growing gaming unit is something the whole industry can celebrate and join. Getting the opportunity to A&R and Executive Produce the solo career of Jung Kook last summer, and work with the other members of BTS as we break worldwide records, has been an absolute honor. With new acts like NewJeans, TXT, LE SSERAFIM, Seventeen, ILLIT, The Scarlet Opera, Ava Max, and many other new artists and ventures, the future is bright. I’m honored to join Chairman Bang and Jiwon Park as we grow HYBE from the multi-billion dollar publicly traded company it is today to the worldwide multifaceted entertainment platform it is destined to be.
With Hybe going strong I am also looking forward to continuing to invest in a new generation of entrepreneurs and serve as a national board member of Make A Wish and help individuals and communities through our family’s Braun Foundation. Between all of this and coaching my kids I’m not worried about being busy 🙂
So yes, it’s been 23 years. And yes, this chapter has come to an end. But the great Berry Gordy once told me “young man, it never ends the way you wanted, but it doesn’t mean it didn’t happen.” That wisdom has proven to be correct. I never saw how this chapter would end, hell, I never even saw it happening. But it did. And I will cherish every moment of it. I made my plan… but it turns out I like God’s plan better. Cheers!
-
Pages