In an exciting development for the music industry, HYBE America has announced a distribution partnership with Jermaine Dupri’s iconic So So Def Recordings, marking a significant return to roots for HYBE America CEO Scooter Braun. The announcement was made on April 7, 2025, and represents a full-circle moment for Braun, who credits Dupri with kickstarting his career in the music business.
“Everything I learned about the music business started with Jermaine,” Braun stated in a press release. “He gave me my first shot when I was just a kid with a dream. I was blessed to witness genius up close — and now, years later, it’s an honor to return to where it all began and stand beside him as a partner.” This partnership not only highlights Braun’s respect for Dupri but also underscores the mentorship that has shaped his successful trajectory in the industry.
Scooter Braun’s career began at the age of 19 when he worked as a club promoter under Dupri’s guidance. Over the years, Braun has established himself as one of the most influential figures in the music business, managing a roster of A-list artists including Justin Bieber, Ye (formerly Kanye West), and Ariana Grande. This new partnership will provide So So Def with full access to HYBE America’s extensive marketing infrastructure, enabling the label to expand its artists’ reach on a global scale.
So So Def Recordings, known for its powerhouse influence during the ’90s and early 2000s, has launched successful careers for artists such as Usher, Janet Jackson, Mariah Carey, and the rising star Muni Long. With this new partnership, the label aims to leverage HYBE’s modern tools and resources to ensure that the legacy of So So Def continues to thrive in the contemporary music landscape.
“Jermaine Dupri isn’t just a legend — he’s one of the greatest producers and executives of all time,” Braun continued. “He changed the sound of a generation. This deal is about giving him the modern tools and reach his legacy deserves, and making sure the next generation hears what the last one already knows: Jermaine Dupri is a giant.”
Dupri echoed Braun’s sentiments, framing the partnership as more than just a business move. “This is family,” he said. “Watching Scooter build what he has built has made me incredibly proud. He learned the game inside So So Def, and now he’s in a position to open doors the way I once opened them for him. That’s what legacy is about.”
The excitement surrounding this partnership has also been reflected by other industry veterans. Usher, a longtime collaborator with both Braun and Dupri, expressed his happiness at seeing his “brothers” come together, stating, “Nothing makes me happier to see my brothers together. They both have a lot to offer each other.”
As HYBE America and So So Def prepare to roll out new music in the coming months, the partnership signifies a powerful merging of experiences, talents, and legacies, promising to create impactful new projects that resonate with both fans and artists alike. The collaboration serves as a testament to the enduring relationships that can form within the music industry, illustrating how mentorship and partnership can lead to innovative and successful endeavors.
