Jermaine Dupri and his So So Def Recordings label have announced a partnership with HYBE America today.
The partnership marks a totally full-circle moment for Scooter Braun, CEO of HYBE America, who began his career under Dupri’s mentorship at So So Def. The deal gives So So Def “access to HYBE America’s full distribution and marketing infrastructure, empowering the label to reintroduce its powerful catalog and launch new artists, such as DVSN and more, with a modern global reach.”
“Everything I learned about the music business started with Jermaine,” said Braun. “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 isn’t just a business move — this is family,” said Jermaine Dupri. “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.”
As we all know, Jermaine Dupri helped shape the sound of the 90’s and early 2000s with iconic work backing Usher, Mariah Carey, Janet Jackson, Nelly, Bow Wow, Da Brat, Jagged Edge, Xscape, and most recently the Grammy®-winning viral sensation Muni Long.
Scooter was a 19-year old club promoter and marketing executive who worked under Dupri and learned the ins and outs of the music industry.
“Jermaine Dupri isn’t just a legend — he’s one of the greatest producers and executives of all time,” Braun added. “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.”
