Scooter Braun, a force in the music business, has worked with several A – list artists including Ariana Grande, Demi Lovato, Justin Bieber and Idina Menzel to name a few. Throughout his time in the field, Braun transformed into a prominent figure in the entertainment world by acquiring different companies and assembling a lineup of top-tier performers.
In 2007, he founded SB Projects, which is a multifaceted entertainment and media organization that combines music, movies, TV, technology, and charitable efforts. During 2021, Braun’s Ithaca Holdings combined forces with HYBE, the South Korean entertainment firm responsible for the K-pop sensation BTS. This merger granted HYBE full ownership of Ithaca and its assets, which encompass SB Projects and the Big Machine Label Group, according to Variety. In January 2023, he became the sole CEO of HYBE America.
On Aug. 21 a source confirmed to PEOPLE that Lovato had parted ways with Braun as their manager after four years. Lovato wrote on their socials back in 2019 after signing with Braun
“Couldn’t be happier, inspired and excited to begin this next chapter with you Scooter!!! Thank you for believing in me and for being apart of this new journey. Let’s DO THIS!!!!!!”
On August 22, another individual with insider knowledge verified to PEOPLE that Grande had also separated from Braun after a decade of collaboration. A source told PEOPLE
“They are friendly but she’s outgrown him and is excited to go in a different direction.”
On that very day, The Hollywood Reporter conveyed that Idina Menzel was no longer under Braun’s management. An insider, who was a source for PEOPLE, corroborated that she had ended her professional relationship with Braun the previous year.
The website of SB Projects continues to feature a roster of artists including Bieber, Dan + Shay, Black Eyed Peas, Hilary Duff, and numerous others, categorized as both current and former clients. While an individual informed PEOPLE that Braun continues to oversee Bieber’s affairs, several sources conveyed to the magazine that the two haven’t engaged in conversation for almost twelve months.
Similar to Grande, Lovato – set to release a rock album on September 15 – mutually decided to end their association with Braun because they believed it was time for a “different direction,” according to an insider who spoke to PEOPLE.
A source close to Braun in his bid to clear up the rumors said
“Scooter’s team at SB Projects are still handling both Justin and Ariana as they work through what this new structure looks like.”
