Scooter Braun and His A-List Clients: What’s Really Happening?

Scooter Braun has long been one of the most influential figures in the music industry, known for discovering and managing some of the biggest names in pop, including Justin Bieber, Ariana Grande and Demi Lovato. In recent years, rumors have swirled about several of his high-profile clients parting ways with his management company, SB Projects. These reports have sparked widespread speculation about Braun’s role in the evolving music business landscape, particularly following his transition into a leadership position at HYBE America. To separate fact from rumor, we’ve examined the latest verified information from authoritative sources.

Who Is Scooter Braun?

Scott Samuel “Scooter” Braun is an American businessman, investor, and former talent manager born on June 18, 1981, in Novel York City. He began his career promoting parties in Atlanta before being discovered by Jermaine Dupri, who hired him as executive director of marketing for So So Def Recordings. Braun’s breakthrough came in 2008 when he discovered a 13-year-old Justin Bieber performing on YouTube and went on to manage the singer’s rise to global stardom. He later signed Ariana Grande to his management agency in 2012 and has worked with artists such as Kanye West, Demi Lovato, J Balvin, Ozuna, Dan + Shay, and the Kid Laroi.

In 2008, Braun co-founded Raymond Braun Media Group (RBMG) with Usher. His success with Bieber and other artists led to the creation of SB Projects, which eventually became part of Ithaca Holdings. In 2021, Ithaca Holdings was acquired by HYBE, the South Korean entertainment company behind BTS, making Braun a key executive at HYBE America. According to his Wikipedia profile, Braun retired from artist management in 2024.

Have Justin Bieber and Ariana Grande Left Scooter Braun’s Management?

In mid-2023, media outlets including Puck News, Billboard, and People reported that Justin Bieber and Ariana Grande were no longer working with Scooter Braun or his company, SB Projects. The rumors suggested that Bieber had not spoken to Braun in months and that Grande had ended her decade-long professional relationship with him, save for a brief separation in 2016 when she initially fired him before rehiring him.

However, both Braun and representatives for the artists have denied these claims. A music industry source with direct knowledge of the situation told both Newsweek and USA TODAY that all of Braun’s clients remain under contract and that negotiations were ongoing as he transitioned into his broader role at HYBE America. The source emphasized that Braun’s team at SB Projects continued to manage both Justin Bieber and Ariana Grande during this period of structural change.

USA TODAY reported in August 2023 that Braun responded to the rumors with humor, posting on X (formerly Twitter): “Breaking news… I’m no longer managing myself.” Despite the lighthearted tone, his team confirmed that no formal departures had occurred and that work was underway to clarify the new management structure under HYBE.

What About Demi Lovato and Other Clients?

Demi Lovato was also among the artists rumored to be distancing themselves from Braun in 2023. Lovato had previously spoken openly about her mental health struggles and her complex relationship with fame, which fueled speculation about changes in her professional team. However, like the rumors surrounding Bieber and Grande, there was no verified confirmation from Lovato or her representatives that she had formally ended her relationship with SB Projects at that time.

ELLE magazine noted in its coverage that Ariana Grande, Justin Bieber, and Demi Lovato were three of Braun’s most prominent long-term clients generating headlines about their potential departures. Yet, as of the latest available reports from mid-2023, none of these departures had been confirmed by the artists or their official representatives.

Scooter Braun’s Role at HYBE America

Braun’s evolving role at HYBE America has been central to understanding the context behind the management rumors. After HYBE acquired Ithaca Holdings in 2021, Braun assumed a leadership position within the company, overseeing its American operations and strategic investments. This shift meant less day-to-day involvement in artist management, which may have contributed to misunderstandings about the status of his client relationships.

The transition to a corporate executive role at HYBE has allowed Braun to focus on broader investments and ventures, including his work with TQ Ventures, Mythos Studios, and Schoolboy Records. His involvement in film and television includes serving as an executive producer for the comedy series Dave, which became FX’s most-watched comedy indicate in its first season.

Setting the Record Straight

Despite persistent rumors, there is no verified evidence that Justin Bieber, Ariana Grande, or Demi Lovato have officially parted ways with Scooter Braun or SB Projects as of the most recent authoritative reports from mid-2023. Multiple reputable outlets, including Newsweek and USA TODAY, have cited industry sources who refuted the claims, emphasizing that contractual relationships remained intact and that any perceived changes were part of a broader organizational shift rather than a mass exodus of clients.

It’s critical to distinguish between speculation and confirmed facts in the fast-moving world of celebrity news. While Braun’s reduced involvement in direct artist management due to his HYBE responsibilities may have fueled uncertainty, official statements and verified reporting indicate that his core client relationships remained active during the period in question.

The Bottom Line

Scooter Braun remains a pivotal figure in the music and entertainment industries, even as his role has evolved from hands-on manager to executive leader at HYBE America. The rumors surrounding the departures of Justin Bieber, Ariana Grande, and Demi Lovato have not been substantiated by credible sources, and both Braun’s team and industry insiders have maintained that these artists continued to be represented by SB Projects during the reported transition period.

As the music business continues to consolidate under global entertainment conglomerates like HYBE, the nature of artist-management relationships is likely to keep evolving. For now, the narrative of a mass departure from Scooter Braun’s roster appears to be more speculation than fact — a reminder that in the world of celebrity news, not every headline tells the full story.

Frequently Asked Questions

Did Justin Bieber fire Scooter Braun?

No. Despite rumors in mid-2023 suggesting a rift, both Justin Bieber and Scooter Braun have denied claims of a professional split. A music industry source confirmed to Newsweek and USA TODAY that Bieber remained under contract with SB Projects and that Braun’s team continued to manage his career during the transition to HYBE America.

Is Ariana Grande still managed by Scooter Braun?

As of the latest verified reports from August 2023, Ariana Grande had not officially ended her relationship with Scooter Braun or SB Projects. While media outlets reported she was no longer being managed by him, industry sources told USA TODAY that these claims were inaccurate and that Grande was still being handled by Braun’s team as they worked through structural changes at HYBE.

What is Scooter Braun’s role at HYBE?

Following HYBE’s 2021 acquisition of Ithaca Holdings, Scooter Braun assumed a leadership role at HYBE America, where he oversees strategic operations, and investments. He retired from active artist management in 2024 but remains involved in the company’s broader entertainment ventures.

Why did rumors spread about clients leaving Scooter Braun?

The rumors emerged amid Braun’s transition to a more executive-focused role at HYBE, which led to speculation about reduced involvement with his clients. Misinterpretations of this shift, combined with unverified media reports, fueled the narrative of a mass exodus — despite a lack of confirmation from the artists or their representatives.