April 7, 2025
Publisher: creatorsfaire

HYBE AMERICA ANNOUNCES DISTRIBUTION PARTNERSHIP WITH JERMAINE DUPRI’S ICONIC SO SO DEF RECORDINGS

A Full-Circle Moment as Scooter Braun Honors the Legacy That Gave Him His Start

LOS ANGELES, CA (April 7, 2025) – HYBE America is proud to announce a new distribution partnership with So So Def Recordings, the legendary label founded by Grammy®-winning producer, Songwriters Hall of Famer, and cultural architect Jermaine Dupri. The partnership marks a deeply personal full-circle moment for Scooter Braun, CEO of HYBE America, who began his career under Dupri’s mentorship at So So Def.

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

The deal gives So So Def access to HYBE America’s full distribution and marketing infrastructure, empowering the label to reintroduce its powerful catalog and launch new artists, such as DVSN and more, with a modern global reach. With a legacy that helped shape the sound of the ’90s and early 2000s, So So Def is responsible for launching and producing some of the most iconic artists of the last three decades — including Usher, Mariah Carey, Janet Jackson, Nelly, Bow Wow, Da Brat, Jagged Edge, Xscape, and most recently the Grammy®-winning viral sensation Muni Long.

“This isn’t just a business move — this is family,” said Jermaine Dupri. “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.”

From his early days as a 19-year old club promoter and marketing executive working under Dupri, Scooter Braun has become one of the most influential figures in music — discovering and managing some of the biggest artists in the world and now leading HYBE America in its mission to shape global culture. But despite the meteoric rise, Braun has never forgotten his roots.

“Jermaine Dupri isn’t just a legend — he’s one of the greatest producers and executives of all time,” Braun added. “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.”

The announcement has already sparked excitement across the industry, with many calling the deal a symbol of loyalty, longevity, and the power of paying it forward in an industry that lacks such stories.

So So Def and HYBE America are expected to begin rolling out new music under the deal in the coming months, including both legacy releases and brand-new signings, such as DVSN.

ABOUT JERMAINE DUPRI:

Jermaine Dupri, a member of the Songwriters Hall of Fame, is one of the most successful producers in the music industry. He has established a prolific career as a hip-hop artist, award-winning producer, songwriter, author, DJ, and Chairman and Founder of So So Def, which he created in 1993.

Rather than impacting only one lane, Jermaine Dupri has changed the course of R&B, hip-hop, and pop throughout an illustrious career earmarked by some of the most recognizable hits of all-time. The GRAMMY® Award-winning iconic songwriter, producer, rapper, artist, entrepreneur, and philanthropist has powered game-changing and chart-breaking smashes such as Mariah Carey’s 6x-platinum “We Belong Together,” Usher’s 3x-platinum “Nice & Slow,” Xscape’s platinum “Just Kickin’ It,” his own “Money Ain’t A Thang” [feat. JAY-Z], and countless others. “We Belong Together” not only toppled the Billboard Hot 100 for the year, but it also emerged as “the song of the decade” and “fifteenth most popular song of all-time,” according to Billboard. It took home “Best R&B Song” and “Best Female R&B Vocal Performance” at the 2006 GRAMMY® Awards. Additionally, Usher’s “Confessions Part II” recently topped Rolling Stone’s 100 Greatest R&B Songs of the 21^st Century coming in at number 1.

At the helm of So So Def Recordings as Founder, he has built a catalog of classic albums, including Da Brat’s – the first solo female rapper to go platinum – debut and historic album Funkdafied; Jagged Edge’s double-platinum J.E. Heartbreak; Anthony Hamilton’s platinum Comin’ From Where I’m From; and more. Simultaneously, he has launched JD’s Vegan as a mega-popular plant-based ice cream alternative available in major retailers such as Walmart. Plus, he notably stands out as the second rapper inducted into the Songwriters Hall of Fame® following JAY-Z. Meanwhile, the GRAMMY® Museum paid homage to JD and So So Def with a dedicated exhibit entitled Jermaine Dupri & So So Def, 25 Years Of Elevating Culture. He has also appeared on-screen in the Aretha Franklin movie Respect, Hip-Hop Family Christmas, and Step Up. His ability to stay connected to the cultural zeigiest is why he continues to remain relevant and develop new talent which is evident with the recent success of Ari Lennox’s “Pressure” becoming her highest charting solo single and Muni Long’s GRAMMY®-winning global and viral smash “Made for Me.” Speaking to his presence, Variety attested, “What isn’t recognized enough is his undeniable influence on the current cultural climate.” However, he never stops setting the pace for the entire game to follow.

ABOUT SO SO DEF:

So So Def houses over three decades of influential smashes, casting a long shadow over Hip-Hop, R&B, and Pop, and powering the careers of history-making superstars. Founded by Jermaine Dupri, in 1993, the label’s commitment to artist development and innovation set a precedent throughout the game for countless independent-minded entrepreneurs to eventually follow. Dupri launched So So Def with the seminal debut from game-changing R&B girl group Xscape, Hummin’ Comin’ At ‘Cha. The album notably went platinum and spawned the definitive “Just Kickin’ It.” Emerging as an arena force, the quartet dropped the platinum Off The Hook[1995] and platinum Traces Of My Lipstick [1998]. Along the way, So So Def surpassed numerous benchmarks. The label debuted Da Brat’s debut LP, Funkdafied, enshrining her as “the first female solo rapper to go platinum.” After signing Jagged Edge, So So Def released the group’s double-platinum J.E. Heartbreak [1999], platinum Jagged Little Thrill [2001], and gold Hard [2003]. Additionally, it ignited the career of 17-time GRAMMY® Award nominee Anthony Hamilton with the platinum Comin’ from Where I’m From [2003] and gold Ain’t Nobody Worryin’[2005]. In September 2005, Dupri became the first person to produce the Top 3 singles on the US R&B chart by way of Mariah Carey’s “We Belong Together” and “Shake It Off,” and Bow Wow’s “Let Me Hold You.”

ABOUT HYBE AMERICA:

HYBE AMERICA is a diversified entertainment and media company at the intersection of music, film, television, technology, brands, culture and social good. HYBE AMERICA is a subsidiary of HYBE Corporation (HYBE) and is comprised of SB Projects, Quality Control Media Holdings, Big Machine Label Group, and Ithaca Holdings. HYBE Corp. is a global entertainment lifestyle platform company that seeks boundless expansion in order to innovate the music industry. With offices based in Korea, Japan, the US, and Mexico, HYBE is bringing innovative change throughout the global music industry.

ABOUT HYBE:

HYBE Corp. (HYBE), rebranded from Big Hit Entertainment in March 2021, is a global entertainment lifestyle platform company that seeks boundless expansion in order to innovate the music industry. Ever since, HYBE has been expanding its multi-label system including BIGHIT MUSIC, BELIFT LAB, SOURCE MUSIC, PLEDIS Entertainment, KOZ ENTERTAINMENT, ADOR, YX LABELS, while HYBE AMERICA also manages its affiliate labels including Big Machine Label Group and Quality Control. In addition to the label business, HYBE established an integrated structure with its solution business that creates concert, video content, game, original story and retail, as well as a platform business through Weverse, a global fandom platform. Composed of its global offices based in Korea, Japan, the US, and Mexico, the company works towards bringing innovative change throughout the global music industry.