Ariana Grande is dropping Scooter Braun as her manager, despite claims to the contrary, according to reports. There was much speculation last month that both Grande and Braun’s highest profile client, Justin Bieber, were seeking new management, although sources at his company SB Projects denied this.
Rumours about Grande and Bieber leaving SB Projects began circulating as it was confirmed that another client, Demi Lovato, had indeed ended a four year alliance with Braun’s management firm. It also followed the departure of Idina Menzel in January this year and J Balvin in May.
As the Grande and Bieber rumours gained momentum, sources close to SB Projects said that the company was simply going through some restructuring as Braun stepped back from artist management in order to focus on his role as CEO of Hybe America.
South Korean entertainment company Hybe acquired Braun’s Ithaca Holdings, which included SB Projects, back in 2021, of course.
“All of Scooter Braun’s clients are under contract and negotiations have been going on for several months”, one of those sources told Rolling Stone. “People are spreading rumours based on what they know, but they are off. Scooter’s team at SB Projects are still handling both Justin and Ariana as they work through what this new structure looks like”.
Regarding Grande and Braun, Variety’s source continued: “They are friendly but she’s outgrown him and is excited to go in a different direction. Yes, there are negotiations happening because of contracts. But this is her choice. It’s time for something new”.
If Braun is stepping away from management, then it would make sense that his high profile clients would seek to find new representation. Although a mass exodus would still not be a good look for SB Projects or Hybe America more generally, both of which presumably still want to attract big names to their rosters.