What Happened to Scott Samuel "Scooter" Braun?

Scott Samuel "Scooter" Braun rose to prominence in the music industry after discovering Justin Bieber on YouTube in 2008, subsequently building a formidable empire, SB Projects, which managed artists like Ariana Grande, Demi Lovato, and J Balvin. His career, however, became highly controversial in June 2019 when his company, Ithaca Holdings, acquired Big Machine Label Group for an estimated $300 million. This deal controversially included the master recordings of Taylor Swift's first six albums, leading to a very public and acrimonious dispute with Swift, who accused Braun of "incessant, manipulative bullying". The conflict intensified as Swift began re-recording her albums to regain ownership of her music, a move that garnered significant public support.

In April 2021, Braun made a significant strategic move, selling Ithaca Holdings, including SB Projects and Big Machine Label Group, to the South Korean entertainment giant HYBE (formerly Big Hit Entertainment), home to BTS, in a deal valued at approximately $1.05 billion. As part of this acquisition, Braun became the CEO of HYBE America and joined HYBE's board of directors, aiming to expand the K-pop powerhouse's global presence. This period marked a shift in his focus from day-to-day artist management to a more executive, corporate role within the global entertainment landscape.

However, the latter half of 2023 saw a wave of high-profile artists, including Ariana Grande, Demi Lovato, and potentially Justin Bieber, reportedly parting ways with SB Projects, fueling speculation about Braun's future in management. This culminated in June 2024 when Braun officially announced his retirement from music management after 23 years, stating his intention to concentrate on his role as CEO of HYBE America and his family. He cited the toll of being an "artist manager on call 24 hours a day, 7 days a week" and the impact on his personal life as reasons for this transition.

By July 2025, Braun further transitioned, stepping down from his role as CEO of HYBE America to become a board director and senior advisor to HYBE Chairman Bang Si-Hyuk. This move was framed as allowing him to explore "other areas of strategic focus" while remaining a significant individual shareholder. The most recent development, as of March 30, 2026, is Braun's reported full divestment of his entire stake in HYBE, with regulatory filings indicating his acquisition-disposal method as "Executive Retirement," effectively terminating all formal ties with the company. This complete separation from HYBE has been met with celebration by some K-pop fans, who had long demanded the company distance itself from Braun due to past controversies. Currently, Braun is understood to be focusing on his family office, Ithaka Management Group, managing an extensive portfolio across various sectors, and continuing his work as an investor and philanthropist. He has also been publicly seen with actress Sydney Sweeney, with reports suggesting a relationship since late 2025.