In a historic move that blends legacy with innovation, HYBE America has officially announced a distribution partnership with the legendary So So Def Recordings, founded by Grammy® Award-winning producer and music mogul Jermaine Dupri. The collaboration marks a full-circle moment for Scooter Braun, CEO of HYBE America, who began his career under Dupri’s mentorship.
“Everything I learned about the music business started with Jermaine,” said Braun. “Now, years later, it’s an honor to return to where it all began and stand beside him as a partner.”
The partnership gives So So Def access to HYBE America’s full-scale distribution and marketing infrastructure, creating global opportunities for the label’s current and future artists. This includes the revival of its iconic catalog and the debut of new acts like DVSN, bridging generations of music fans.
Key Points:
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HYBE America x So So Def: Strategic partnership unites past and present industry powerhouses.
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Scooter Braun’s return: A personal and professional reunion with mentor Jermaine Dupri.
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Legacy meets future: New music on the way, including releases from rising stars like DVSN.
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So So Def’s iconic roster: Usher, Mariah Carey, Janet Jackson, Bow Wow, Da Brat, Muni Long, and more.
“This isn’t just a business move — this is family,” Dupri shared. “Scooter 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.”
With a legacy rooted in shaping the sound of R&B and hip-hop in the ’90s and early 2000s, So So Def is synonymous with culture-shifting music. Under this new deal, HYBE America aims to bring that sound to the forefront again—with the added power of a global platform.
For Scooter Braun, who went from a teen club promoter to one of music’s most influential executives, this partnership is not only strategic but sentimental.
“Jermaine Dupri is one of the greatest producers and executives of all time. This deal ensures that his contributions continue to influence the next generation.”
The first wave of releases under the HYBE–So So Def collaboration is expected in the coming months, signaling a new era for a label whose roots run deep in music history.
Music Report Mark Winkler
