What happened with Scooter Braun? Why Ariana Grande, Demi Lovato and more are dropping him as manager

We're all wondering what happened with Scooter Braun, but his 'clarifications' only left us with more questions

Scooter Braun speaks onstage during the Hollywood Chamber of Commerce 2019 State of The Entertainment Industry Conference
(Image credit: Michael Tran/Getty Images)

What happened with Scooter Braun? The manager and music exec allegedly made quite a few substantial changes to his résumé. 

While we were busy listening to Usher and Keke Palmer's "Boyfriend" and decoding what "bad idea, right" is about, major transformations were underway in the music industry. Some of our favorite artists decided to part ways with Braun, from Ariana Grande to Demi Lovato, and all of the news hit the public on Monday, August 21. But what was the reason behind these rapid and prolific professional breakups? Here's what you need to know.

What happened with Scooter Braun? 

On Monday, August 21, word got out that Demi Lovato was parting ways with Braun after working with the manager for four years. The fissure seemed amicable, as Braun wished the "Sorry Not Sorry" singer a happy birthday on Instagram over the weekend. Additionally, J Balvin reportedly made an exit prior to Lovato. The news was interesting but did not spark major attention.

However, things grew more suspicious later in the day when news hit that Ariana Grande was splitting from SB Projects, Braun's management company, for a second time after 10 years together and six albums. Then, we heard that Justin Bieber, Bruan's longtime—and perhaps most notable—client was also making an exit. According to sources, the team at SP Projects is vehemently denying claims about Bieber and Grande moving in new directions. 

One day later, the news continued to unravel, and it appears Broadway sensation Idina Menzel also parted ways with Braun, though this split had taken place at the beginning of 2023. Considering all of these major stars are reportedly making the same move, fans became suspicious about what possibly transpired. 

What did Scooter Braun do?

Some sources say Braun's company is about to implode. Others say that several of his celebrity clients grew tired of his alleged mistreatment. One source told Variety that Braun is getting out of management and focusing his attention on South Korean entertainment giant HYBE, which he sold Ithaca Holdings, the parent company of SB Projects, in 2021. 

“All of Scooter Braun’s clients are under contract and negotiations have been going on for several months as Scooter steps into his larger role as HYBE America CEO,” the source told Variety. “People are spreading rumors 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.”

At the time of publication, it's still unclear as to what is truly transpiring. 

Scooter Braun speaks out...briefly

Following the news that has erupted, Braun tweeted on Tuesday, August 22: "Breaking news... I'm no longer managing myself" at roughly 2:30pm ET/11:30am PT, a brief and cryptic statement, to say the least.

Tweet and all, this is not the clarification that fans were expecting, or one that really acknowledges what is taking place behind closed doors. We'll be sure to fill you in as this story develops. Watch this space for further updates!

Danielle Valente
Digital News Writer

Need a TV show recommendation? Maybe a few decor tips? Danielle, a digital news writer at Future, has you covered. Her work appears throughout the company’s lifestyle brands, including My Imperfect Life, Real Homes, and woman&home. Mainly, her time is spent at My Imperfect Life, where she’s attuned to the latest entertainment trends and dating advice for Gen Z.

Before her time at Future, Danielle was the editor of Time Out New York Kids, where she got to experience the best of the city from the point of view of its littlest residents. Before that, she was a news editor at Elite Daily. Her work has also appeared in Domino, Chowhound, and amNewYork, to name a few. 

When Danielle’s not writing, you can find her testing out a new recipe, reading a book (suggestions always welcome), or rearranging the furniture in her apartment…again.