Current Executive Roles and Primary Companies
Scooter Braun currently serves as the founder and CEO of HYBE America, the U.S. arm of the South Korean music and entertainment conglomerate HYBE Corp. In this role, he oversees artist management, label operations, and strategic growth for HYBE's North American portfolio. He also holds the title of Executive Chairman at HYBE America, a position that places him at the top of the company's governance structure. These roles mark a shift from his earlier work at SB Projects, the management and media company he founded in 2007. Braun's move to HYBE was finalized in 2019, when HYBE acquired Ithaca Holdings, the parent company of SB Projects, in a deal valued at an estimated $100 million. At that time, he became one of the most prominent music executives bridging the K-pop and Western pop industries. For more details on the acquisition and his current executive title, see the Forbes profile of Scooter Braun Forbes.
Under Braun's leadership, HYBE America manages a roster that includes major acts such as BTS, Tomorrow X Together, and other artists signed to HYBE labels in the U.S. His day-to-day responsibilities involve overseeing A&R strategy, touring partnerships, and digital content initiatives across platforms like Weverse and Big Hit Music. He also coordinates with HYBE's global headquarters in Seoul on cross-border investments and artist development programs. The company's public filings and investor presentations list him as a key executive responsible for North American market expansion. This role ties directly into HYBE's broader goal of diversifying its revenue beyond music into gaming, technology, and immersive entertainment. For the latest corporate structure and executive listings, refer to HYBE's official investor relations page HYBE Corp.
Key Career Milestones and Major Acquisitions
Founding SB Projects and Early Client Roster
Braun founded SB Projects in 2007 after managing early social media campaigns for artists like Justin Bieber. The firm grew into a full-service entertainment company handling management, branding, and digital strategy. SB Projects became known for discovering and developing teen pop acts through platforms such as YouTube and Twitter, which was a novel approach at the time. By the mid-2010s, the company represented a roster of over a dozen major recording artists and had expanded into film and television production. This early phase of Braun's career established the operational playbook he later applied at HYBE America, with a focus on digital-first artist development and global market scaling.
The Ithaca Holdings Acquisition and Transition to HYBE
The acquisition of Ithaca Holdings by HYBE in 2019 was a landmark deal in the music industry, valued at approximately $100 million according to multiple reports. Ithaca Holdings served as the parent entity for SB Projects and several other media ventures. The transaction made Braun a controlling shareholder and executive within HYBE's corporate structure. Post-acquisition, he restructured the U.S. operations under the HYBE America banner, consolidating artist management and label services under one entity. This move allowed HYBE to accelerate its push into the North American market, leveraging Braun's existing relationships with major labels, streaming platforms, and brands. The deal is documented in SEC filings and financial news archives SEC ED