As of Saturday, January 4, Justin Bieber has made the significant move of unfollowing Scooter Braun on Instagram, marking a notable shift in their long-term association.

Their partnership dates back to 2008, when Braun discovered a young, aspiring Justin Bieber on YouTube and began managing the then-13-year-old star. This collaboration has been pivotal in shaping Bieber’s career in the music industry. However, their relationship has faced challenges in recent years, culminating in 2023 when Bieber was reportedly “actively looking at how he might extract himself from [it],” as highlighted by Billboard. This development indicates a deeper rift in their professional bond.

By August 2023, Billboard revealed that Justin Bieber was still bound by a contract with Scooter Braun that would extend for approximately four more years. This contract had undergone several modifications in 2020, reflecting the complexities of their business relationship. Sources familiar with Bieber’s business dealings indicated that he was keen on finding a resolution to his ongoing predicament with Braun, emphasizing the difficulties he faced in navigating this situation.

By June 2024, Scooter Braun made the announcement of his retirement from management. However, he will continue to serve as the CEO of HYBE America, which is the North American branch of the renowned South Korean entertainment company HYBE. This retirement announcement came on the heels of various headlines reporting the departure of numerous artists from his management firm, SB Projects, including notable names like Ariana Grande, Demi Lovato, and J Balvin, indicating a significant shift in the management landscape.

“After 23 years in the music management industry, I have decided to step back,” Braun stated in a heartfelt message shared on Instagram. In his post, he reflected on several memorable highlights from his extensive career in music management. He specifically acknowledged the journeys of both Justin Bieber and Ariana Grande, stating, “Justin and Ariana were both young teenagers when I began with them. Justin was just a 13-year-old kid performing in Canada, while Ariana was a budding actress on Nickelodeon. Witnessing their evolution into the legends they are today has been one of my greatest honors. Even as we shift our working relationships, I will continue to support them with the same fervor that I did during their early careers.”

In August 2024, Justin Bieber and his wife, Hailey Bieber, celebrated a monumental moment by welcoming their first child, Jack Blues Bieber. This joyful event marked a new chapter in their lives, full of excitement and responsibilities. Shortly after, in September, indie-rocker Mk.gee disclosed to The New York Times that he has been collaborating in studio sessions with Bieber, noting that the artist is “searching” for new musical directions and inspiration.

Bieber’s most recent album, Justice, was launched in 2021 and marked a significant achievement as it became his eighth No. 1 entry on the Billboard 200 chart. This success further solidified his status in the music industry, highlighting his evolving artistry and the strong connection he maintains with his audience.