Ariana Grande is making headlines once again, this time for her unexpected collaboration with Scooter Braun’s HYBE, despite their recent professional split. The news comes as a surprise to many, given the tumultuous year Braun’s SB Projects has had, with several high-profile artists, including Grande, parting ways with the management company.
In 2023, Braun’s empire seemed to be crumbling as artists like Demi Lovato, Idina Menzel, and Ariana Grande severed ties with him. Rumors swirled that Braun was stepping back from managing clients to focus on his role as CEO of HYBE America, though he never confirmed this. Now, it appears that Grande and Braun are rekindling their business relationship, albeit in a different capacity.
According to a report by Rolling Stone on June 12, representatives for Grande and HYBE confirmed that the two are collaborating again. Their partnership will primarily focus on creative opportunities within Weverse, a social platform launched by HYBE in 2019 to enhance fan interactions with artists. Additionally, they will work together on Grande’s REM Beauty brand. However, the musical aspect of Grande’s career will continue to be managed exclusively by Brandon Creed and Good World Management, with whom she signed in December 2023, four months after leaving Braun’s management company.
At the time of her split from Braun, a source told People that Grande had “outgrown” him and was eager to explore new directions. The insider emphasized that the decision was entirely hers, stating, “This is her choice. It’s time for something new.”
Grande and Braun’s professional relationship dates back to 2013, shortly after the release of her debut album, “Yours Truly.” Interestingly, her departure from SB Projects coincided with the album’s 10-year anniversary. In 2016, Grande temporarily fired Braun over an undisclosed misunderstanding, but they reunited months later. Braun later told Variety that the experience made him a better manager.
Grande’s move to Weverse, a platform known for hosting K-pop stars like BTS and Blackpink, aligns with HYBE’s goal of reaching more global artists and their fanbases. This shift could mark a new era of fan interactions for Grande, who has limited her online presence to TikTok and Instagram in recent years.
Despite the recent collaboration, sources close to Grande insist that she is leaving both Scooter Braun and HYBE. A source told Variety, “Scooter’s team is spinning the story. Ariana is leaving both Scooter and HYBE. There is absolutely no truth to her staying.” The source added that Grande unfollowed Braun on social media earlier this week, reinforcing the notion that she has outgrown him and is excited to pursue new opportunities.
Meanwhile, other artists like Justin Bieber are also reportedly negotiating exits from Braun’s company. Sources close to Braun have stated that he is stepping back from day-to-day management to focus on his CEO role at HYBE America. This shift in focus has led to speculation about the future of Braun’s management company and its roster of artists.
One source revealed that Grande had meetings with at least one other management firm before deciding to build her own team, with her mother Joan playing a significant role. The source mentioned that Grande is considering a management model similar to that of Taylor Swift, where personnel are paid a healthy annual salary rather than by commission. This structure is appealing to many successful artists as their revenue streams diversify.
Grande is currently immersed in her next major project, the lead role in Universal’s big-screen adaptation of the hit Broadway musical “Wicked,” set to release in November 2024. Despite her busy schedule, she is taking her time to figure out her next move in terms of management.
Interestingly, neither Grande nor Bieber has released a major project under their own names in several years. Grande’s last album, “Positions,” was released in the fall of 2020, while Bieber’s last full album, “Justice,” came out in early 2021. Both artists are in their peak years, making their absence from the music scene particularly notable.
Grande’s recent split from her husband of two years, Dalton Gomez, has also been a topic of public interest. TMZ reported that the couple had been on the outs since January, and Grande has since been linked to her “Wicked” co-star Ethan Slater. This personal upheaval has overshadowed her professional endeavors, including the 10th anniversary rerelease of her debut album “Yours Truly.”
As for Braun, his focus on expanding HYBE’s presence in the U.S. and the global Latin music industry has kept him busy. He recently entered into a partnership with Latin star Ozuna and acquired Atlanta-based hip-hop label Quality Control. These moves align with HYBE’s strategy to rebound from declining profits due to BTS’s hiatus.
In summary, while Ariana Grande’s collaboration with Scooter Braun’s HYBE may seem surprising given their recent split, it highlights the evolving nature of their professional relationship. As both parties navigate new directions, the music industry will be watching closely to see how these developments unfold.
