Justin Bieber unfollows Scooter Braun on Instagram

Justin Bieber unfollows Scooter Braun, signaling the end of a 15-year partnership that shaped his career and growth.

Justin Bieber has officially unfollowed his former manager, Scooter Braun, on Instagram, as of January 4, 2025. This marks another significant development in the duo’s professional journey that began in 2008, when Braun discovered Bieber on YouTube and launched the then-13-year-old into global stardom.

Tensions between Bieber and Braun reportedly surfaced in 2023, with Billboard reporting that Bieber was exploring ways to end their professional relationship. Amendments made to their management contract in 2020 extended their agreement for four more years, tying Bieber to Braun’s SB Projects. However, the superstar appeared to be seeking greater creative freedom and control over his career.

By June 2024, Braun announced his retirement from artist management, shifting focus to his role as CEO of HYBE America. This decision followed several high-profile departures from his SB Projects roster, including Ariana Grande, Demi Lovato, and J Balvin. Reflecting on his career, Braun said in an Instagram statement, “Justin and Ariana were both young teenagers when I began with them. To see them become legends will forever be one of my greatest honors.” His statement hinted at a bittersweet farewell to two of his most iconic clients.

As Braun stepped away from management, Bieber appeared to explore new personal and creative directions. Indie musician Mk.gee revealed to The New York Times in September 2024 that Bieber has been “searching” during studio sessions, signaling a possible evolution in his music. This creative journey aligns with significant personal milestones, including the birth of his first child, Jack Blues Bieber, with wife Hailey Bieber in August 2024.

With Bieber charting a path independent of Braun’s influence, fans eagerly anticipate what’s next for the global superstar. Bieber’s last album, Justice (2021), topped the Billboard 200, and many wonder how his next project will reflect this period of transition.