The entrepreneur, who’s managed Justin Bieber, Ariana Grande, Demi Lovato, and others, will remain CEO of entertainment company HYBE America.
After 23 years in the music management industry, Scooter Braun has decided to hang up his hat. The 42-year-old music mogul, known for guiding the careers of stars like Justin Bieber, Ariana Grande, Demi Lovato, and Dan + Shay, shared the news on June 17. While he is stepping down from management, he will continue as CEO of HYBE America, an entertainment company.
In a heartfelt Instagram post, Braun reminisced about his early days in the industry, managing his first artist, Cato, in Atlanta at just 19 years old. “I’ve had experiences I could never have dreamed of,” he wrote.
“I’ve been blessed with a ‘Forrest Gump’-like life, witnessing and participating in the journeys of some of the most extraordinarily talented people ever. I’m constantly pinching myself, asking ‘How did I get here?’ And after 23 years, this chapter as a music manager has come to an end,” Braun said.
“It’s a strange feeling because I think I have wanted this for a while, but I was truly afraid to answer the question ‘Who would I be without them?’ I was just 19 when I began this journey, and it’s all I’ve known for my entire adult life,” he reflected.
As a father of three, Braun expressed that it was time to put family first. He shares sons Levi and Jagger and daughter Hart with his ex-wife Yael Cohen. The couple divorced officially in September 2022.
“The sacrifices I used to make, I can no longer justify. It was time to step into a new role,” wrote Braun, who has served as CEO of HYBE America for three years. He praised his professional partner, Bang Si-Hyuk, for his vision and support, stating, “He has become a true friend who understands where I need to be in my life these days. And that is a father first, a CEO second, and a manager no more.”
Thinking about stepping away for the past two years, Braun made up his mind when a close client and friend expressed their desire to move in a new direction during the summer of 2023. “We had been through so much together over the past decade, but instead of being hurt I saw it as a sign,” he added.
“Life doesn’t hand you YOUR plan; it hands you GOD’s plan. And God has been pushing me in this direction for some time,” Braun explained.
Continuing in his message, he expressed deep gratitude towards those he has worked with: “I have nothing but love for those I have worked with over the years. As we develop a different working relationship, I will always be there to consult and support them, directly or from afar. Every client I have had the privilege of working with has changed my life, and many of them are just starting to achieve the success they deserve. I will cheer for every single one of them.”
Reflecting on his work with various talents like Andrew Watt, Lil Dicky, Tori Kelly, J Balvin, Demi Lovato, Zac Brown Band, Martin Garrix, David Guetta, Steve Angello, Carly Rae Jepsen, PSY, Quavo, Kanye West, YG, The Kid LAROI, Dan+ Shay, Asher Roth, and Usher, he shared his journey.
Grande and Bieber’s recent successes prompted Braun to look back on their evolution and incredible impact on the world.
Addressing some controversies, Braun acknowledged the challenges faced, including owning Taylor Swift’s music catalog in 2019 and the subsequent backlash. He also became the sole CEO of HYBE America last year amid reports of several clients parting ways.
“When we had success, I smiled, and when attacked, I always tried to take the high road. But over the last three years, I’ve felt that taking the high road created confusion and ambiguity about who we are,” he wrote. Moving forward, Allison Kaye and Jennifer McDaniels will take on the managerial responsibilities.
Beyond his work at HYBE and related ventures, Braun plans to serve on the national board of Make-A-Wish and continue aiding communities through the Braun Foundation.
Reflecting on his career’s end, Braun quoted Berry Gordy: “It never ends the way you want it, but that doesn’t mean it didn’t happen.”
“I never saw how this chapter would end; I never even saw it happening. But it did. And I will cherish every moment of it. I made my plan… but it turns out I like God’s plan better. Cheers!”
