What SB Projects does

SB Projects is a private talent management company founded in 2007 by Scooter Braun, headquartered in Beverly Hills, California. The company manages a roster of high-profile music artists and entertainers across pop, R&B, hip-hop, country, EDM, and Latin genres, with named clients including Justin Bieber, Ariana Grande, Demi Lovato, Usher, J Balvin, Dan + Shay, Martin Garrix, and The Kid LAROI. SB Projects generates revenue through management commissions on artist earnings (music sales, touring, endorsements, brand partnerships) and, via its affiliated entities, through investment returns. There is no proprietary technology platform; the company's competitive basis is its principal's industry relationships, A&R track record, and brand equity developed over 25+ years.

In April 2021, South Korea's HYBE Corporation (parent of BTS) acquired Ithaca Holdings, SB Projects' parent company, for $1.2 billion. Post-acquisition, Scooter Braun serves as CEO of HYBE America and Senior Advisor/Board member to HYBE globally, while SB Projects continues operating as the management arm. The broader ecosystem has expanded through HYBE-led acquisitions (Quality Control Music) and distribution partnerships (So So Def Recordings) in hip-hop, and through Braun's separate family office (Ithaka Management Group) and venture firm (TQ Ventures, co-founded 2018) holding disclosed investments in Uber, Spotify, SpaceX, OpenAI, Coinbase, Discord, Pinterest, Lyft, Dropbox, Scale AI, and others.

Name

SB Projects

Legal name

SB Projects

Website

https://scooterbraun.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

SB Projects is a private talent management company founded in 2007 that manages A-list music artists including Justin Bieber, Ariana Grande, and Demi Lovato. It operates as part of HYBE America following HYBE's $1.2 billion acquisition of parent Ithaca Holdings in 2021, with affiliated venture and family-office activities.

Ownership category

akta.pro rank

Product category

Talent Management

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410), Motion Picture and Sound Recording Industries (512)

SIC

Services-Allied To Motion Picture Production (7819)

akta.pro primary industry

Full-Service Artist Management (MPAIAGAA)

akta.pro secondary industry

Music Producers & Production Teams (MPAIAHAB)

Keywords

• Talent management services
• Artist representation
• Music management
• Entertainment management
• Career management

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Others

Revenue model

1. Talent Management: SB Projects generates revenue through management commissions from representing artists, typically taking a percentage of artists' earnings from music sales, tours, endorsements, and other professional activities.
2. Investment Returns: Scooter Braun through Ithaka Management Group and TQ Ventures invests in startups and growth companies, generating returns through equity appreciation and exits.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

SB Projects is a talent management company that represents music artists across pop, R&B, hip-hop, country, EDM, and Latin genres, including Justin Bieber, Ariana Grande, Demi Lovato, and J Balvin. The firm provides comprehensive artist management services including career strategy, brand development, touring support, endorsement acquisition, media relations, and music production oversight. Revenue is generated primarily through management commissions taken as a percentage of artists' earnings from music sales, tours, endorsements, and other professional activities.

Product overview

SB Projects is a talent management company founded by Scooter Braun that provides artist management services across the music and entertainment industry. The company represents high-profile artists including Justin Bieber, Ariana Grande, Demi Lovato, and others. Beyond artist management, the broader portfolio includes Ithaka Management (family office) and TQ Ventures (investment firm). The company is closely associated with HYBE America, where Scooter Braun serves as CEO, following HYBE's acquisition of Ithaca Holdings for $1 billion in 2021.

Differentiator

Problem solved

Functional benefit

Brands

• Ithaka Management: Family office managing Scooter Braun's investment portfolio across multiple sectors including entertainment, technology, real estate, and art.
• TQ Ventures

Products and services

• SB Projects Talent Management Comprehensive talent management services for music artists and entertainers across multiple genres, including career strategy, brand development, touring support, endorsement acquisition, media relations, and music production oversight. The firm represents artists such as Justin Bieber, Ariana Grande, Demi Lovato, Usher, J Balvin, Dan + Shay, Martin Garrix, The Kid LAROI, and Ozuna.

Quantifiable outcome

• Multiple Grammy Award winners and nominees among managed artists
• +1 more outcomes

Named customers14 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• HYBEcoreStrategic or Co-development Partner · 1 January 2021HYBE (home of BTS) acquired Ithaca Holdings/SB Projects for $1.2 billion in 2021. Scooter Braun now serves as CEO of HYBE America and Senior Advisor/Board member to the global HYBE company. This is a major strategic partnership that expanded SB Projects' global reach.
• TQ VenturescoreStrategic or Co-development Partner · 1 January 2018Co-founded by Scooter Braun, Schuster Tanger, and Andrew Marks in 2018. SB Projects is a general partner in this venture firm that backs early-stage and growth-stage companies including innovative startups across technology and consumer sectors.
• Ithaka Management GroupcoreOthersScooter Braun serves as Chairman of Ithaka Management Group, running his family office's extensive portfolio across entertainment, technology, real estate, and art sectors.
• Universal Music Group / Republic RecordscoreStrategic or Co-development PartnerSB Projects artists are typically signed to major labels like Universal Music Group and Republic Records for distribution and promotion of their music globally.
• So So Def RecordingsminorStrategic or Co-development PartnerHYBE America signed a distribution partnership with Jermaine Dupri's So So Def Recordings, expanding reach in the hip-hop genre.
• Quality Control MusicminorStrategic or Co-development PartnerHYBE acquired Quality Control Music, the hip-hop label behind Migos, Lil Yachty, and City Girls, expanding SB Projects' influence in hip-hop.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• United Talent Agency (UTA): Major talent agency with growing music representation. Comparable as a broader entertainment representation platform competing for the same pool of top-tier artist talent.
• WME (William Morris Endeavor): Major talent agency representing artists across music, film, TV, and sports. Comparable as a broader entertainment representation platform with overlapping artist management capabilities, though operating at much larger scale.
• Creative Artists Agency (CAA): One of the 'Big Five' talent agencies representing artists across entertainment. Comparable as a broader entertainment representation firm with significant music management operations.

Direct peers

• Roc Nation: Jay-Z-founded talent management, music publishing, and entertainment company representing major artists (Rihanna, J. Cole, Megan Thee Stallion). Directly comparable as a full-service artist management firm managing global superstars.
• Full Stop Management: Irving Azoff's artist management company representing major touring acts. Directly comparable as an elite, full-service management firm with a roster of legacy superstars.
• Three Six Zero: Mark Gillespie's talent management firm managing artists such as Calvin Harris and Frank Ocean. Directly comparable as a full-service artist management company with global pop/electronic acts.
• Modest Management: Management firm representing One Direction, Louis Tomlinson, and others. Directly comparable as a full-service artist management firm with major pop acts.
• Crush Music: Management firm representing Lorde, Green Day, and Sia. Directly comparable as a full-service artist management company with top-tier pop and rock acts.
• Maverick Management: Artist management company affiliated with Madonna and Guy Oseary, representing major acts. Directly comparable as an elite, full-service artist management firm with global superstars.

Emerging players

• Range Media Partners: Newer full-service talent management and entertainment company founded by former WME executives. Comparable as a competing full-service management firm, though with a less established roster than SB Projects.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sb_projects
• Facebookfacebook.com/SBProjects
• LinkedInlinkedin.com/company/sb-projects-aka-scooter-braun-projects

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SB Projects