Scooter Braun is stepping down as CEO of HYBE America after four years leading the U.S. division of the South Korean entertainment powerhouse. He will remain involved with the company as a board member and senior advisor to HYBE chairman Bang Si-Hyuk, while shifting his focus to other projects. It’s a notable move for both Braun and HYBE, whose rapid U.S. expansion in recent years has coincided with growing internal tensions and a shifting industry landscape.

Braun’s time at HYBE began in 2021, when the company acquired his media and management business, Ithaca Holdings. That deal, valued at just over $1 billion, brought several major assets under HYBE’s control, including SB Projects, Big Machine Label Group, and Braun’s roster of high-profile clients such as Justin Bieber, Ariana Grande, and J Balvin. Following the acquisition, Braun was named co-CEO of HYBE America, before taking on the role solo in 2023.

During his tenure, Braun helped steer HYBE deeper into the U.S. market. In early 2023, he played a key role in the company’s $300 million acquisition of Quality Control Music, home to acts like Lil Baby, Migos, and City Girls. He also helped broker distribution deals with Universal Music Group and So So Def Recordings, the latter marking a return to the early-career partnership between Braun and Jermaine Dupri.

But the news of Braun stepping aside comes at a moment of transition for HYBE. In mid-2024, Braun officially stepped away from artist management after more than two decades in the field, hinting that his focus was already beginning to shift. One of the most high-profile issues involves ADOR, the HYBE-owned label behind K-pop group NewJeans. Internal disputes between HYBE and ADOR CEO Min Hee-jin escalated into a public conflict in 2024, including legal action and management upheaval.

Meanwhile, Bang Si-Hyuk has come under regulatory scrutiny in South Korea, where authorities are investigating alleged stock manipulation involving HYBE executives. No charges have been filed, but the investigation has placed the company under increased pressure.

In statements released by both HYBE and Braun, the tone remained forward-looking. Chairman Bang praised Braun as “a visionary executive” whose contributions were “vital in establishing our presence in the U.S.” Braun, for his part, called his time at the company “one of the most inspiring chapters” of his career, and said he was proud of what had been built alongside Bang and HYBE America’s new CEO, Jason Jaesang Lee.

Braun remains the second-largest individual shareholder in HYBE, behind Bang. While his departure from day-to-day leadership marks a shift in his role, it does not sever his ties to the company or its direction. Still, the timing raises questions. As the global music industry becomes more fractured and competitive, the next phase for both Braun and the company will unfold in a markedly different environment.