Scooter Braun has announced his retirement from artist management, ending one of the most successful streaks of artist management in recent music history.
During his 23-year career in artist management, Braun represented artists such as Justin Bieber, Ariana Grande, Demi Lovato, J Balvin, Carly Rae Jepsen, Lil Dicky, Tori Kelly, Kanye West and others.
However, Braun's reputation suffered a major blow when his holding company purchased the master recordings of Taylor Swift's first six albums as part of a larger acquisition of Big Machine Label Group (apparently without Swift's knowledge). The following year, Braun sold her discography to an investment fund for about $300 million. The deal, which Swift described as her “worst-case scenario,” inspired her to commit to one of the most innovative acts in recent music industry history: re-recording her first six albums so she could own her music, thereby remain in complete freedom. control of her finances and the way her music is used.
Last year, several of Braun's clients, including Bieber, Grande and Lovato, sought new representation, indicating that his days in artist management may be numbered. In a letter announcing his future, Braun said he would focus his efforts on being CEO of HYBE America (working with K-pop groups like BTS, TOMORROW X TOGETHER, NewJeans, SEVENTEEN, LE SSERAFIM and more).
Braun's full statement can be read in full below:
23 years. 23 years. That's how long I've been a music manager. 23 years ago, a 19 year old started managing an artist named Cato in Atlanta, GA and my journey began. Along the way I have had so many experiences that I could never have dreamed of. I have been fortunate to have had a “Forrest Gump”-like life while witnessing and participating in the journeys of some of the most extraordinarily talented people the world has ever seen. I constantly pinch myself and ask “how did I get here?”
And after 23 years this chapter as a music manager has come to an end.
It's a strange feeling because I think I've wanted this for a while, but I was really afraid to answer the question “who would I be without them?” I was actually only 19 when I started. So for my entire adult life I played the role of 24/7 on-call arts manager. And for 20 years I loved it. It's all I knew. But as my children grew up and my personal life took some hits, I realized that my children were three superstars that I was not willing to lose. The sacrifices I was once willing to make I could no longer justify. It was time to take on a new role.
In this next chapter, I am honored to join as a member of Hybe's board of directors and serve as CEO of Hybe America. My brilliant partner these last 3 years, President Bang [Si-Hyuk]He has a vision that I truly believe in. But even beyond that, he has become a true friend who understands where I need to be in my life these days. And that is first being a father, then being a CEO and no longer being a manager.
For the past 2 years I have been heading towards this destination, but it wasn't until last summer that this new chapter became a reality. One of my biggest clients and friends told me that he wanted to spread his wings and go in a new direction. We had been through a lot together over the last decade, but instead of feeling hurt I saw it as a sign. You see, life doesn't give you YOUR plan, it gives you GOD'S plan. And God has been pushing me in this direction for some time now. I have nothing but love for those I have worked with over the years and as we develop a different working relationship, I will always be there to consult and support them, whether directly or from afar. Every client I have had the privilege of working with has changed my life and I know that many of them are just beginning to see the success they deserve. I will cheer for each one of them.
I got to see my friend Andrew Watt win the Grammy for Producer of the Year. I laughed and cried when Lil Dicky really became DAVE. I've seen a human angel, Tori Kelly, win Grammy Awards and star in movies. I've seen J Balvin live his dreams of breaking boundaries and Demi show a kindness and grace that few megastars have. I was excited when the Zac Brown Band raised our flag and performed the hits. I was thrilled the first time I heard Animals with Martin Garrix and learned a new world with David Guetta and Steve Angello. I danced to Carly Rae Jepsen's Call Me Maybe and smiled from ear to ear when PSY brought us Gangnam Style. I have watched Quavo become an entrepreneur and served as Kanye's “gateway drug to business” as we had incredible years of success when I was once able to call him my friend. I marched with YG and flew to Australia with Laroi to see my hometown boy play in a stadium. I've seen Dan + Shay go from local Nashville writers to sold out headliners and award winners. The list of artists goes on and on over 23 years. So many stories that would take me forever to name. From those early years with Asher Roth to watching my partner and brother Usher dominate the Super Bowl this year, it's truly overwhelming.
But it was last Christmas Day, when Ariana and Justin became the biggest man and woman in the history of the Spotify Billions club, that I just smiled and thought “what a journey.” Justin and Ariana were both teenagers when I started with them. Justin, a 13-year-old boy who busks in Canada and Ariana, a young Nickelodeon actress. Watching them both become the legends they are today will forever be one of my greatest honors. As we change our working relationships now, I will continue to support them with the same passion as I did in each of their humble beginnings. I remember the pranks and shows at the water park with Justin, and the first time Ari opened an arena tour and the excitement of her standing next to the stage. I remember when they both stepped up for others and I was able to witness how each of them changed the world and made history. There will never be a day when I am not proud and honored by what we accomplished together. The same can be said for many people I once had the pleasure of calling “manager.”
A lot has been said about what is happening in our company… and in my career. When we were successful he smiled and when we were attacked he always tried to take the right path. But over the past three years I have begun to feel that taking the high road has created confusion and ambiguity as to who we are. I may have left my management position and my business relationship with many clients may alter and change, but this does not mean that we, as a company, are leaving. Both Allison Kaye and Jennifer McDaniels are more than capable of leading, and as we bring together new resources, the opportunities with their leadership are endless. These two incredibly powerful women will now take on a role that I know will become the most impressive female-led management business our industry has ever seen. While my name may have been on the door all these years, the truth is that there is no one as brilliant as Allison Kaye, and few can manage with the grace and poise of Jen McDaniels.
At Hybe we will continue to grow. With the addition of QC to Hybe America and our existing business at Big Machine, we will continue to add incredible executives and artists to the roster. Our WeVerse platform and growing gaming unit is something the entire industry can celebrate and join together. Having the opportunity to A&R and Executive Produce Jung Kook's solo career last summer and work with the other members of BTS as we break world records has been an absolute honor. With new acts like NewJeans, TXT, LE SSERAFIM, Seventeen, ILLIT, The Scarlet Opera, Ava Max and many other new artists and companies, the future is bright. I am honored to join Chairman Bang and Jiwon Park as we grow HYBE from the multi-billion-dollar publicly traded company it is today to the multi-faceted global entertainment platform it is destined to be. With Hybe going strong, I also hope to continue investing in a new generation of entrepreneurs and serve as a national board member for Make A Wish and help people and communities through our family's Braun Foundation. Between all this and training my children I don't worry about being busy 🙂
So yeah, it's been 23 years. And yes, this chapter has come to an end. But the great Berry Gordy once told me, “young man, this never ends the way you want it to, but that doesn't mean it didn't happen.” That wisdom has proven correct. I never saw how this chapter would end, hell, I didn't even see it happen. But that's how it was. And I will cherish every moment. I made my plan…but it turns out I like God's plan better. Health!
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