Scooter Braun, the music manager who has been in the spotlight for his feud with Taylor Swift, has reportedly lost two of his biggest clients. Ariana Grande and Demi Lovato have both decided to split from Braun’s management company, SB Projects, according to Billboard. The reasons for their departure are not clear, but the news comes after another major artist, J Balvin, left Braun’s roster in May.
The Rise and Fall of Scooter Braun’s Empire
Scooter Braun, 42, started his career as a party promoter and marketer in Atlanta, before discovering Justin Bieber on YouTube in 2008. He formed a joint venture with Usher and signed Bieber to a record deal, launching him to global fame. Braun then expanded his management company, SB Projects, to include other pop stars such as Ariana Grande, Demi Lovato, Carly Rae Jepsen, David Guetta, Black Eyed Peas, and Quavo.
Braun was praised for his ability to nurture talent and guide them through personal and professional challenges. He organized the One Love Manchester benefit concert for Grande after the terrorist attack at her show in 2017. He also helped Bieber overcome his legal and mental health issues in 2013-14. He signed Lovato in 2019, following her near-fatal drug overdose.
However, Braun also faced controversy and criticism for his involvement in some of the biggest music industry dramas of recent years. He was accused of being behind Kanye West’s feud with Taylor Swift, which escalated when West released a song and video that mocked Swift in 2016. Braun later bought Swift’s former label, Big Machine Records, for $300 million in 2019, acquiring the rights to her first six albums. Swift claimed that she was not given a fair chance to buy back her masters and accused Braun of bullying and manipulation. She also embarked on re-recording her old albums to regain control over her music.
The Reasons Behind the Split
The exact reasons why Grande and Lovato decided to part ways with Braun are not known. However, some sources have speculated that it could be due to creative differences, personal issues, or career changes. Grande has not released an album since 2020’s Positions, and is currently working on the movie adaptation of the Broadway musical Wicked. Lovato recently came out as non-binary and uses she/they pronouns. They also released a documentary series about their struggles with addiction and trauma.
Both Grande and Lovato have expressed gratitude and appreciation for Braun in the past. Grande called him “a dear friend” and “an incredible human being” in 2019. Lovato said that signing with him was a “dream come true” and that he was “one of the kindest souls out there” in 2021. Braun also posted a birthday message to Lovato on his Instagram story on Sunday, calling them “a force of nature” and “a friend” .
However, some fans have noticed that Grande and Lovato have unfollowed Braun on social media platforms such as Instagram and Twitter. They have also removed any mention of him from their bios or profiles. This suggests that there may have been some tension or conflict between them and their former manager.
The Future of Scooter Braun and His Clients
Scooter Braun still has a number of high-profile clients under his management company, including Justin Bieber, who has denied rumors that he is also leaving Braun. Other artists such as Carly Rae Jepsen, David Guetta, Black Eyed Peas, Ava Max, and Quavo are also still with SB Projects. Braun is also involved in other ventures such as film and TV production, tech investments, philanthropy, and podcasting.
However, losing three major artists in a span of four months is a significant blow to Braun’s reputation and influence in the music industry. It also raises questions about his relationship with his remaining clients and his ability to handle their careers. Moreover, it shows that artists are becoming more aware of their rights and choices when it comes to their management and creative direction.