HYBE America Signs Distribution Partnership With Jermaine Dupri’s So So Def Recordings

The deal marks a full-circle moment for HYBE America CEO Scooter Braun, who began his career under Dupri’s mentorship.

Apr 7, 2025 - 14:29

HYBE America Signs Distribution Partnership With Jermaine Dupri’s So So Def Recordings

Scooter Braun and Jermaine Dupri are together again.

On Monday (April 7), HYBE America, where Braun serves as CEO, announced it had struck a distribution partnership with Dupri’s legendary So So Def Recordings, serving as a full-circle moment for both music executives.

“Everything I learned about the music business started with Jermaine,” said Braun in a statement. “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.”

Braun’s legendary career started when he was a 19-year-old club promoter working under Dupri’s tutelage. In the years since, he has risen to become one of the biggest names in the music business, previously managing A-list artists like Justin Bieber, Ye (formerly Kanye West) and Ariana Grande.

The deal will give So So Def full access to HYBE America’s marketing infrastructure, allowing the label to expand its artists’ global reach.

As one of the biggest powerhouse labels of the ’90s and early 2000s, So So Def’s roster has included superstars like Usher, Janet Jackson and Mariah Carey. It also recently launched rising star Muni Long.

“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 this sentiment in his own statement. “This isn’t 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.”

So So Def and HYBE America will begin rolling out new music in the coming months.