Scooter Braun seems not to be in his best moment. After rumors surfaced a few days ago in various media outlets about an imminent professional breakup between the manager and one of his most important clients, Justin Bieber (which ended up being debunked), Billboard revealed that two other international music stars have severed their professional ties with the representative: Demi Lovato and Ariana Grande.
The first joined SB Projects, Scooter Braun’s agency, in 2019 after surviving a near-fatal overdose. Both the artist and the manager discussed the beginning of this personal and professional relationship during Demi Lovato’s documentary series, «Dancing With The Devil.» Initially, their relationship was marked by a refusal: she aimed to relaunch her career as a star, and he simply wasn’t interested. «We had a plan not only for how we were going to say no but also to whom we were going to recommend her,» he stated.
Scooter Braun and Demi Lovato attend the OBB Premiere Event for YouTube Originals Docuseries «Demi Lovato: Dancing With The Devil»on March 22, 2021 in Beverly Hills, California. Rich Fury/Getty Images for OBB Media
However, a meeting between the two led Scooter Braun to change his mind and decide to represent the singer. A four-year period comes to an end after the release of two albums – Dancing With the Devil… the Art of Starting Over (2021) and Holy Fuck (2022)- and a third on the way (on September 15, Revampedwill hit the market, a project where the American artist performs rock versions of her career’s greatest hits). Additionally, Demi Lovato is immersed in her directorial debut with the production of the documentary «Child Stars,» focusing on the experiences and aftermath of children who achieved fame during their childhood, becoming part of the media spotlight from a very young age.
On the other hand, Ariana Grande has been with Scooter Braun’s representation agency since leaving Nickelodeon and releasing her debut album, Yours Truly, in 2013. This news is noteworthy as it coincides with the week commemorating the tenth anniversary of the album (just two days ago, the singer announced a schedule of events planned from August 25 to 30, including live performances, Q&A sessions, and behind-the-scenes images and videos).
In this decade of working hand in hand, Ariana Grande has released six albums (five of which reached the top of the Billboard 200), with 20 singles entering the Top 10 of the Billboard Hot 100 (7 of them reaching number 1). She has also revived her acting career, portraying Glinda in the film adaptation of the musical «Wicked.»
Two stars bidding farewell to Scooter Braun this summer. August, as mentioned, is proving to be a month of uncertainty for the professional.
Scooter Braun (L) and Ariana Grande walk backstage during the «Dangerous Woman» Tour Opener at Talking Stick Resort Arena on February 3, 2017 in Phoenix, Arizona. Kevin Mazur/Getty Images for Live Nation
Amid Controversies
As we mentioned earlier, Demi and Ariana aren’t the only stars that bid farewell to Braun, as several A-listers had already chose to part ways with him. One such example is The Kid LAROI, who left SB Projects after just three months in 2021 and even posted a TikTok referring to Braun as a «mistake.» However, he re-signed with Braun again in 2022. J Balvin also departed from Braun’s management in May 2023, after initially signing on in 2019.
Scooter has consistently found himself embroiled in controversy, particularly due to his public conflict with Taylor Swift. His record company, Ithaca Holdings, acquired Taylor’s former label, Big Machine Label Group, a move that drew significant criticism from Swift. She claimed that she wasn’t given the opportunity to buy back her own masters and accused Braun, along with Scott Borchetta (the founder of Big Machine), of exerting control over the use of her music. This is why she continues to re-release her iconic songs in new versions.
Who does Scooten Braun Still Manage?
Braun still manages a wide list of renowned artists:
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