Scooter Braun, one of the music industry’s most prominent managers, announced his retirement from managing some of the biggest stars in the business. This decision comes as he fully embraces his role as CEO of Hybe America and chooses to spend more time with his children. The move was not entirely unexpected, as Braun’s firm, SB Projects, had recently parted ways with Demi Lovato, Idina Menzel, and there were speculations of tensions with long-time clients such as Justin Bieber and Ariana Grande. Braun stated that a conversation with a client last year solidified his decision to step down from his role as a music manager after over 20 years in the industry.
Braun’s investment firm, Ithaca Holdings, merged with Hybe America, a branch of a South Korean entertainment company, in 2021. As part of the merger, Braun was offered the position of CEO of the U.S. operations, which he accepted. Braun cited his work-life balance as a major factor in his decision to retire as a music manager, particularly after going through a divorce from his wife Yael Cohen in 2021. He expressed that his children were the “superstars” he couldn’t afford to lose and that the sacrifices he was once willing to make were no longer justifiable. Braun acknowledged that managing some of the industry’s biggest stars required him to be constantly available 24 hours a day without a break, a lifestyle that took a toll on his personal life.
As Braun steps into his new role as CEO of Hybe America, he expressed excitement about helping the company grow and invest in new talent. Despite leaving his position as a manager, Braun reflected on the growth and success of artists like Justin Bieber and Ariana Grande, whom he managed since they were children. He expressed admiration for their evolution into legends in the music industry. While Ariana Grande will now be managed by Good World Management, she and Braun look forward to continuing their business partnership. Braun’s firm will continue to manage clients, with Allison Kaye and Jennifer McDaniels leading the company in his absence.
Braun’s statement about his retirement and new role as CEO of Hybe America indicates a shift in his career focus from day-to-day management of individual artists to a more strategic leadership position within the entertainment industry. This change allows him to prioritize his family and personal life while still contributing to the growth and success of the company. His long-standing relationships with clients like Justin Bieber and Ariana Grande show his dedication to their careers even as he transitions into a different role within the industry. Braun’s decision to step back from music management marks a significant moment in his career and highlights the importance of work-life balance for individuals in high-pressure industries like entertainment.
