Scooter Braun returned to his roots and reignited a decades-old bond by partnering HYBE America with Jermaine Dupri’s So So Def Recordings in a move that blends nostalgia with a modern music rollout.
The agreement gives So So Def full access to HYBE America’s distribution and marketing muscle, setting the stage for a new chapter that includes legacy re-releases and fresh signings like R&B duo DVSN. But beyond business, the deal is personal — a full-circle moment for Braun, who got his first break under Dupri’s wing as a teenage club promoter and marketing intern. Dupri, who launched So So Def in 1993 and helped shape the sound of Hip-Hop and R&B in the ’90s and early 2000s, called the partnership more than just a strategic move.