Music mogul Scooter Braun, known for his work as an executive, entrepreneur, and artist manager, is making headlines amid rumors of significant changes to his client roster. The speculations began after reports suggested that Justin Bieber, Braun’s longtime client and the artist he discovered, was parting ways with him. Subsequently, there were also rumors that other high-profile artists such as Ariana Grande and Demi Lovato were leaving Braun’s management as well, although these rumors are yet to be confirmed.
Braun has not released a public statement regarding these rumors, but he did tweet in a joking manner, saying, “Breaking news… I’m no longer managing myself.” The situation is still unfolding, and here is what we know, as well as what remains unclear, about the developments surrounding Scooter Braun and his influential client roster.
It is important to note that without confirmation from the artists themselves or their teams, any changes to Braun’s roster can only be considered speculative. The Associated Press reached out to all the artists listed as being managed by Braun’s company, SB Projects, on their official website. However, they only received responses from a select few. Furthermore, a source familiar with SB Projects’ business dealings has stated that the day-to-day management of the artists on the roster is handled by other managers, while Braun serves as a consultant. Given the scale of his roster, it is unlikely that one person can manage all of these high-profile artists on their own. Braun’s official website includes artists he no longer works with, such as Hilary Duff and J Balvin.
Representatives for Carly Rae Jepsen, BabyJake, Asher Roth, and Idina Menzel confirmed to the AP that these artists no longer work with Braun. A representative for pop star Ava Max confirmed that she is still represented by Braun.
Scooter Braun rose to prominence in the early 2000s when he dropped out of Emory College to organize parties for elite musicians visiting Atlanta. Later, he became the executive director of marketing at So So Def, at the invitation of Jermaine Dupri. In 2007, Braun founded his own talent management company, SB Projects, where he discovered Justin Bieber on YouTube in 2008. From there, he leveraged social media to propel Bieber to international fame. Apart from management, SB Projects also encompasses ventures like Sheba Publishing, a joint venture with Universal Music Group Publishing, and Schoolboy Records, a record label that gained recognition through Braun’s client Asher Roth and his hit song “I Love College.” Braun consolidated his various companies under the entity Ithaca Holdings.
In 2019, Braun made headlines when he acquired Big Machine Records, the label that originally signed Taylor Swift and released her first six albums. This acquisition included ownership of Swift’s master recordings. However, he later sold these master recordings to an investment fund. In response, Swift announced plans to re-record her albums to regain ownership in a project called “Taylor’s Version.”
In April 2021, Braun sold Ithaca Holdings to HYBE, a globally recognized music company formerly known as Big Hit Entertainment, in a deal worth $1.05 billion. According to corporate filings, Braun received around 462,380 shares of HYBE, valued at $86.2 million, while his star clients Ariana Grande and Justin Bieber each received 53,557 shares, worth almost $11.0 million each. In January 2023, Braun became the sole CEO of HYBE America, having initially shared the title with Big Hit’s Lenzo Yoon.
Speculation has arisen that Braun’s artists are leaving SB Projects management as he shifts his focus to HYBE America. However, there is no confirmation yet regarding this speculation.
The role of a music manager, like Braun, is multifaceted and varies based on the relationship between the manager and the artist. Music managers are often responsible for overseeing various aspects of an artist’s career, from creative production to day-to-day operations. They work behind the scenes to ensure the artist’s projects run smoothly and help them achieve success. Managers may also invest in and develop the artist’s career, connecting various teams and guiding them towards shared goals.
