Music executive Scooter Braun has announced his retirement from managing artists after 23 years.
The executive said in a statement published on Instagram on Monday (June 17) that he plans to step back from artist management to focus on his family and his role as CEO of HYBE America.
Braun joined HYBE when he sold his company Ithaca Holdings to the South Korea-headquartered entertainment giant for $1.05 billion in 2021.
Ithaca, which acquired Big Machine Label Group in 2019, is known in part for selling the recording rights to Taylor Swift’s first six albums to Shamrock Capital, in 2020 for an estimated $300 million.
In February 2023, Braun led HYBE in acquiring Atlanta rap powerhouse QC Media Holdings or Quality Control, home to acts like Lil Baby, Migos, Lil Yachty and City Girls.
Over the years, Braun’s management company, SB Projects, has been known to represent superstars such as Ariana Grande, Demi Lovato, J. Balvin and Justin Bieber.
Just last week, Ariana Grande’s representatives confirmed to MBW that the singer and HYBE America, led by Braun, “will be continuing their long-term partnership”. As part of that partnership, Grande is set to join HYBE’s Superfan platform Weverse.
Grande’s officials also confirmed that Brandon Creed will continue as her manager.
News broke in December that Grande had signed with Brandon Creed and his management company, Good World Management following her departure from Scooter Braun’s SB Projects in August. SB’s previous project client Demi Lovato and signed Brandon Creed in September.
Sooter Braun confirmed Monday that his management company will continue to be led by SB Projects, which is managed by Allison Kaye and Jennifer McDaniels.
Braun said in a statement on Monday: “I may have left my role in management, and my business relationship with many clients will change, but this does not mean that as a company we are leaving”.
“Although my name may have been on the door over the years, the truth is that no one is as smart as Allison Kaye, and few can handle the grace and humility of Jen McDaniels.”
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He added: “Both Allison Kaye and Jennifer McDaniels have leadership potential and as we add new resources, the opportunities for their leadership are endless.
“These two incredibly strong women are about to step into a role that I know will grow into the most female-led business in our industry.
“Although my name may have been on the door over the years, the truth is that no one is as smart as Allison Kaye, and few can handle the grace and humility of Jen McDaniels.”
You can read Braun’s statement in full below:
23 years. At that time I had been a music manager for a long time. 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 had many adventures that I would never have dreamed of. I’ve been blessed to have a life like “Forrest Gump” while witnessing and participating in the journeys of some of the most amazingly 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 music manager has come to an end.
It’s a strange feeling because I think I’ve wanted this for a long time, but I’m really afraid to answer the question “who would I be without them?” I was only 19 when I started. So throughout my adult life I have played the role of an artist manager on call 24 hours a day, 7 days a week. And for 20 years I loved it. That’s all I knew. But as my kids got older, and my personal Ilife took some hits, I realized that my kids were 3 champions I wasn’t willing to lose. The sacrifice I was willing to make I could no longer justify. It was time to step into a new role.
In this next chapter I am honored to join as a Hybe board member and serve as CEO of Hybe America. My wise partner for the past 3 years, Chairman Bang [Si-Hyuk], you have an idea that I really believe in. But more than that he has become a true friend who understands where I should be in my life these days. And that’s father first, CEO second, and manager no more.
For the past 2 years I have been looking into this area, but it wasn’t until last summer that this new chapter became a reality. One of my biggest clients and friends told me they wanted to spread their wings and go somewhere new. We had been through a lot together over the past ten years, but instead of trauma I saw it as a sign. You see, life doesn’t give you YOUR plan, it gives you GOD’s plan. And God has been pushing me in this direction for a long time. I have nothing but love for those I’ve worked with over the years, and as we develop a unique working relationship, I’ll always be in their corner to show them off and support them whether it’s face-to-face or from afar. Every client I have had the privilege of working with has changed my life, and I know many of them are beginning to see the success they deserve. I will enjoy them all.
I got 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 saw human angel Tori Kelly win Grammys and star in movies. I’ve seen J Balvin live his dreams of breaking boundaries, and Demi show grace and grace that few megastars have. I was touched as the Zac Brown Band raised our flag and delivered the hits. I was excited when I first heard Animals with Martin Garrix, and I learned a new world with David Guetta and Steve Angello. I 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 into an entrepreneur, and he served as Kanye’s “gateway to business” as we had such incredible success that I could even call him a friend. I marched with YG and flew to Australia with Laroi to see the home kid rock the arena. I’ve seen Dan + Shay go from local Nashville writers to selling headliners and award winners. The list of artists continues every 23 years. There are so many stories that would take me forever to tell. From those early years with Asher Roth to watching my partner and brother Usher dominate the Super Bowl this year, it’s truly amazing.
But it was this past Christmas when Ariana and Justin became the biggest man and woman in the history of the Spotify Billions club that I just smiled and thought “what a ride.” Justin and Ariana were both young when I first met them. Justin is a 13-year-old kid in the business in Canada and Ariana is a young actress on Nickelodeon. Seeing them both rise to become the legends they are today will be one of my greatest honors. As we evolve our working relationship now, I will continue to shower them with the same love that I did in their humble beginnings. I remember the pranks and the water park shows with Justin, and the first time Ari opened the arena tour and his side stage of joy. I remember how they both stood up for others and I got to see them change the world and make history. There will never be a day when I am not proud and honored by what we have accomplished together. The same can be said for many I have had the pleasure of being called “boss”.
Much has been said about what is happening in our company… and in my work. When we succeeded I smiled, and when we were attacked I always tried to take the high road. But in the last 3 years I have started to feel that taking the high road has created confusion and ambiguity about who we are. I may have left my role in management, and my business relationships with many clients will change and change, but this does not mean that we as a company are going away. Both Allison Kaye and Jennifer McDaniels have leadership potential and as we add new resources the opportunities for their leadership are endless. These two incredibly powerful women are now stepping into a role that I know will grow into the most impressive female-led management business our industry has ever seen. Although my name may have been on the door all these years, the truth is that no one is as smart as Allison Kaye, and few can handle it 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 composers and artists to the roster. Our WeVerse platform and growing gaming unit is something the entire industry can celebrate and join. Getting the chance to A&R and Executive Produce Jung Kook’s solo career last summer, and working with the other members of BTS as we broke world records, was a huge honor.
With new acts like NewJeans, TXT, LE SSERAFIM, Seventeen, ILLIT, Scarlet Opera, Ava Max, and many other new artists and shows, the future is bright. I am 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 global entertainment destination it is destined to become. With Hybe going from strength to strength I look forward to continuing to invest in the next generation of entrepreneurs and serving as a national board member for Make A Wish and helping individuals and communities through our family’s Braun Foundation. Between all this and training my kids I’m not worried about being busy 🙂
So yes, it’s been 23 years. And yes, this chapter is over. But the great Berry Gordy once told me “man, it didn’t end the way you wanted it to, but that doesn’t mean it didn’t.” That wisdom has proven to be accurate. I never saw how this chapter would end, hell, I never saw it happen. But it was so. And I will cherish every moment of it. I made my own plan… but it turns out I like God’s plan better. Hello!Music Business Worldwide
