As of January 4, 2025, Justin Bieber has officially unfollowed his former manager, Scooter Braun, on Instagram, marking a notable shift in their professional relationship. The two had worked together since 2008, when Braun discovered Bieber on YouTube and helped launch his career to global fame.
Reports of tensions between Bieber and Braun began circulating in 2023, with Billboard revealing that Bieber was considering ending their partnership. Although a contract extension in 2020 kept Bieber with Braunβs SB Projects until 2024, Bieber seemed to seek more control over his creative direction and career.
In June 2024, Braun announced his retirement from artist management to focus on his role as CEO of HYBE America. This decision came after several major artists, including Ariana Grande, Demi Lovato, and J Balvin, left his roster. Braun reflected on his career, stating in an Instagram post, βJustin and Ariana were both young teenagers when I began with them. To see them become legends will forever be one of my greatest honors,β signaling a poignant farewell to two of his most famous clients.
As Braun exited the management world, Bieber appeared to pursue new artistic and personal directions. In September 2024, indie musician Mk.gee shared with The New York Times that Bieber was “searching” for new creative avenues during studio sessions, aligning with personal milestones like the birth of his son, Jack Blues Bieber, with wife Hailey Bieber in August 2024.
With Bieber now charting his own path, fans are eager to see how his next album will reflect this transformative period. His previous album, Justice (2021), topped the Billboard 200, and speculation is high about how his next project will evolve.
