Scooter Braun is transitioning from his role as CEO of HYBE America to an advisory position within the South Korean entertainment giant. Braun will now serve as a director and senior adviser to HYBE’s chairman and CEO, Bang Si-Hyuk. This move marks the end of a significant five-year period at HYBE, a company known for managing top K-pop acts like BTS and Katseye.
The announcement was made to HYBE staff on Monday, with Braun dialing in from vacation to inform employees that the transition had been “in the works for quite some time.” According to sources, this shift was part of a strategic five-year plan initiated when Braun sold his Ithaca Holdings to HYBE in 2021. Despite stepping down, Braun will remain involved in ongoing projects, including the newly launched girl group Katseye. He reassured staff that he “isn’t going anywhere” and will continue to “help guide” HYBE’s artists.
The Legacy of Scooter Braun
Scooter Braun’s career in the music industry spans over two decades, during which he has managed some of the biggest names in music, including Justin Bieber, Ariana Grande, and J Balvin. Under his management company, SB Projects, Braun has been a pivotal figure in shaping the careers of these artists. In 2024, Braun announced his departure from the management business via social media, reflecting on his “Forrest Gump-like life” and the extraordinary talent he has witnessed.
His exit from management coincided with a high-profile split from Justin Bieber, which became contentious due to financial issues stemming from the cancellation of Bieber’s Justice tour in 2022. Braun’s company covered Bieber’s financial obligations to AEG, the tour’s promoter, in the form of a favorable loan. Additionally, Braun negotiated a $200 million catalog deal for Bieber’s songwriting interests, a significant financial milestone for the young artist.
New Leadership at HYBE Americas
With Braun stepping down, Isaac Lee will assume the role of chairman and CEO of HYBE Americas. Lee, who has been leading HYBE Latin America since November 2023, will now oversee operations in regions including Mexico, Miami, and Medellín, Colombia. His responsibilities will also extend to Nashville-based Big Machine Label Group and Quality Control Media Holdings in Atlanta.
HYBE’s chairman, Bang Si-Hyuk, praised Braun’s contributions, stating, “Scooter has been an extraordinary partner, a visionary executive, and a true catalyst for cultural exchange. His contributions have been vital in establishing our ambitious presence in the U.S. market.”
Future Prospects and Continued Influence
While Braun’s next career move remains uncertain, he continues to be one of HYBE’s largest individual shareholders. In his new advisory role, Braun expressed his pride in HYBE’s growth and his anticipation of supporting the company’s future endeavors. “Being a part of HYBE and witnessing its remarkable growth has been one of the most inspiring chapters of my professional journey,” Braun stated.
The transition represents a significant shift in leadership for HYBE at a time when the company is expanding its global influence. Braun’s strategic insights and industry connections are expected to continue benefiting HYBE as it navigates the complexities of the international music market.
As HYBE continues to evolve, the industry will be watching closely to see how Braun’s advisory role influences the company’s direction and how Isaac Lee’s leadership will shape its future. The music world awaits the next chapter in Braun’s storied career, as he remains a key figure in the ongoing narrative of global entertainment.
