Hybe and So So Def Forge New Partnership as Scooter Braun and Jermaine Dupri Celebrate Full-Circle Moment

Hybe has entered into an agreement with So So Def to distribute its catalog and collaborate on new releases featuring emerging artists. Since the 1990s, So So Def, founded by Jermaine Dupri, has worked with major names like Mariah Carey, Usher, Nelly, Xscape, Bow Wow, and Jagged Edge. The partnership marks a significant moment, bringing together Dupri’s legendary influence and Hybe’s global reach.

Scooter Braun Reflects on Mentorship, Career Growth, and New Partnership with Dupri

Scooter Braun, now one of the most powerful executives in music, reflected on his early mentorship under Dupri. Braun shared that Dupri gave him his first opportunity in the industry over 20 years ago, teaching him the fundamentals of the music business. He expressed deep gratitude, calling it an honor to now stand beside Dupri as a partner, highlighting a full-circle moment in his career.

Since his beginnings with Dupri, Braun has gone on to manage megastars like Justin Bieber, Ariana Grande, and Demi Lovato. In 2021, Hybe, the Korean entertainment powerhouse, acquired Braun’s Ithaca Holdings, leading to his appointment as CEO of Hybe America. The new partnership with So So Def follows Hybe’s acquisition of Quality Control, further solidifying its footprint in the hip-hop and R&B markets.

Dupri Reflects on Legacy and Mentorship in New Partnership with Braun and So So Def

Jermaine Dupri emphasized the emotional significance of the partnership, stating that it represents more than a business transaction—it’s about family and legacy. Dupri expressed pride in Braun’s accomplishments, noting that he had learned the music business within the walls of So So Def and is now in a position to create new opportunities for others, continuing a cycle of mentorship.

The partnership has garnered support from industry veterans like Usher, who also began his career with So So Def. Usher expressed happiness at seeing Dupri and Braun join forces, recognizing the unique talents they both bring to the table. With new music already in the pipeline, Hybe America and So So Def are poised to shape the next generation of stars together.