Music mogul Scooter Braun, known for his management of top-tier artists like Justin Bieber and Ariana Grande, has announced his retirement from music management after a storied career spanning 23 years. Braun, who will continue as CEO of HYBE America, shared his decision in a heartfelt Instagram statement on June 17.
Reflecting on his journey, Braun reminisced about his beginnings managing the artist Cato in Atlanta at just 19 years old. “Along the way I have had so many experiences I could never have dreamt of,” he wrote. “I’m constantly pinching myself and asking ‘how did I get here?’ And after 23 years this chapter as a music manager has come to an end.”
The decision to step back from management, Braun admitted, had been on his mind for several years. “It’s a strange feeling because I think I have wanted this for a while, but I was truly afraid to answer the question ‘who would I be without them?'” he shared. “For my entire adult life I played the role of an artist manager on call 24 hours a day, 7 days a week. And for 20 years I loved it. It’s all I had known.”
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As Braun’s personal life evolved, with his children growing older and navigating through a divorce from ex-wife Yael Cohen finalized in 2022, his priorities shifted. “The sacrifices I was once willing to make I could no longer justify,” Braun explained. “It was time to step into a new role.”
Acknowledging his professional partnership with Bang Si-Hyuk, chairman of HYBE, Braun expressed gratitude for their collaboration and friendship. “Bang Si-Hyuk has a vision I truly believe in,” Braun noted. “But even beyond that he has become a true friend who understands where I must be in my life these days. And that is a father first, a CEO second, and a manager no more.”
The decision to retire gained clarity in 2023, when one of Braun’s major clients expressed a desire to pursue a new direction. “We had been through so much together over the past decade, but instead of being hurt I saw it as a sign,” Braun reflected.
Looking ahead, Braun assured that while he steps away from day-to-day management, he remains committed to supporting his former clients. “I have nothing but love for those I have worked with over the years,” he affirmed. “Every client I have had the privilege of working with has changed my life, and I know many of them are just beginning to see the success they deserve. I will cheer for every single one of them.”
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Braun also addressed his tenure amid controversies, including the acquisition of Taylor Swift’s music catalog in 2019 and subsequent criticisms. “There has been a lot said about what is happening in our company… and in my career,” he acknowledged. “When we had success I smiled, and when we were attacked I always tried to take the high road. But for the last 3 years I have begin to feel that taking the high road has created confusion and ambiguity as to who we are.”
Moving forward, Braun will focus on his roles at HYBE America, Big Machine Label Group, and WeVerse, as well as his philanthropic endeavors with organizations like Make A Wish and his family’s Braun Foundation. “So yes, it’s been 23 years. And yes, this chapter has come to an end,” Braun concluded. “But the great Berry Gordy once told me ‘young man, it never ends the way you wanted, but that doesn’t mean it didn’t happen.’ That wisdom has proven to be correct.”
Braun expressed his appreciation for the journey and embraced the future with optimism. “I never saw how this chapter would end, hell, I never even saw it happening. But it did. And I will cherish every moment of it. I made my plan… but it turns out I like God’s plan better,” he concluded. “Cheers!”
