In a significant move for the music industry, Jermaine Dupri’s So So Def Recordings has entered into a distribution partnership with Hybe America, a company led by Scooter Braun. This collaboration, announced on April 8, 2025, aims to distribute So So Def’s extensive catalog while also working together on new releases for upcoming talent.
Jermaine Dupri, a pivotal figure in hip-hop since the 1990s, has been instrumental in shaping the careers of numerous stars, including Mariah Carey, Usher, Nelly, Xscape, Bow Wow, and Jagged Edge. His influence extends beyond just his label; he notably mentored Braun when the latter was starting in the music business over two decades ago.
Reflecting on their long-standing relationship, Braun expressed his gratitude, stating, "Everything I learned about the music business started with Jermaine. 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 journey since those early days has been remarkable, leading him to become one of the most successful executives in the music industry, managing stars like Justin Bieber, Ariana Grande, and Demi Lovato.
In 2021, Hybe, the Korean music giant, acquired Braun's Ithaca Holdings, marking a turning point in both their careers. This acquisition positioned Braun as the CEO of Hybe America, setting the stage for this new partnership with So So Def. This collaboration is particularly notable as it marks Hybe’s second major hip-hop-related venture, following its acquisition of Quality Control in 2021, a label known for its roster that includes artists like City Girls, Lil Baby, and Migos.
Dupri shared his pride in Braun's achievements, stating, "This isn’t just a business move, this is family. 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." This sentiment underscores the deep-rooted connection between the two, highlighting the importance of mentorship and legacy in the music industry.
Usher, who got his start with So So Def, weighed in on the partnership, expressing his happiness to see both Dupri and Braun working together again. "Nothing makes me happier to see my brothers together. They both have a lot to offer each other," he remarked, indicating the mutual respect and admiration that exists among these industry titans.
With this partnership now in place, fans can expect new music from both Hybe America and So So Def in the near future. The collaboration is poised to breathe new life into the hip-hop scene, combining the rich legacy of So So Def with the innovative strategies of Hybe America.
This partnership not only signifies a merging of two influential forces in the music industry but also represents a commitment to nurturing new talent. As both companies prepare to roll out fresh music, the industry watches closely, anticipating the impact this collaboration will have on the future of hip-hop.
As the music landscape continues to evolve, partnerships like that of Dupri and Braun serve as a reminder of the power of collaboration and the importance of mentorship in fostering the next generation of artists. The excitement surrounding this new venture is palpable, with industry insiders and fans alike eager to see what emerges from this dynamic partnership.
In a world where the music industry is constantly changing, the alliance between So So Def and Hybe America stands out as a beacon of hope for aspiring artists. With Dupri’s legacy and Braun’s innovative approach, the future looks bright for hip-hop and the artists who will benefit from this historic collaboration.
