- Nasima Akter
Ariana Grande, Demi Lovato, Others Leave Scooter Braun
A series of well-known artists, including Justin Bieber, Demi Lovato, and Ariana Grande, have been rumoured to be leaving Scooter Braun's management company, SB Projects. This has sparked a flurry of reports and speculation resembling a game of telephone, where different sources offer contrasting accounts.
While some insiders have confirmed that Lovato left amicably, others have denied Bieber's departure. The situation has become quite confusing, with conflicting information and a lack of clarity about the artists' intentions. The confusion is further compounded by Scooter Braun's shifting role. Some sources suggest that he is stepping back from day-to-day management to focus on his position as CEO of HYBE America, the company that owns K-pop sensation BTS. According to these sources, artists like Bieber and Grande are still under contract with SB Projects, and the company's team is still involved in managing their careers.
However, opposing sources claim that Bieber is indeed planning to leave SB Projects, supported by his recent changes in legal representation and management. The situation is made murkier by Braun's mixed reputation in the music industry. His rise to power wasn't without controversy, and his acquisition of Taylor Swift's album rights in 2018 sparked a public feud. The controversy surrounding his acquisition of Taylor Swift's music rights damaged his public image, even though he managed to profit from the deal.
Braun has maintained an image of being the "good guy" and has demonstrated skill in shaping narratives to his advantage. Braun's history with his clients has been marked by ups and downs. It's suggested that the changing dynamics in the entertainment world, influenced by the pandemic, might be playing a role in these developments. Braun's dominant management style, which had worked in the past, might no longer be as effective or appreciated.
To add complexity, it's not entirely clear what leaving Braun's management entails, as artist management contracts can vary greatly. Some sources argue that Braun's involvement in his major artists' day-to-day affairs has been diminishing for some time, as demonstrated by his focus on HYBE America and his other business ventures. This could imply that the departure of Bieber and Grande might not be as dramatic as it seems.
Despite these departures, SB Projects continues to sign new artists, with Puerto Rican star Ozuna and emerging rapper Kalii being recent additions. This raises questions about the overall health of the management company and how it's adapting to changes in the industry.
As the situation continues to unfold, the motives behind the artists' decisions remain uncertain. While some sources suggest that Braun's pivot to a more executive role could be a factor, others believe there might be underlying issues contributing to this apparent exodus.
In response to the reports, Braun himself posted a cryptic message on social media, seemingly making light of the situation. The exact reasons for the departures and the implications for Braun's management empire remain a topic of intrigue and speculation in the music industry.
