"Got a feeling a lot is about to come out" — Internet reacts as Scooter Braun seemingly deactivates Instagram after Justin Bieber unfollows him

Scooter Braun, the CEO of Hybe America, recently deactivated this Instagram account shortly after long-time client Justin Bieber unfollowed him on the platform. On Saturday, January 4, 2024, eagle-eyed fans noted the Peaches hitmaker was not following Braun or former manager Allison Kaye.

For the unversed, Scooter Braun has managed Bieber since 2008, after discovering the then 13-year-old singer. However, over the last few years their relationship seems tense. In August 2023, Billboard reported that Bieber was actively trying to "extract" himself from the partnership.

As the news went viral, internet users were quick to react. One wondered if this was a prelude to something big becoming public, writing:

""Got a feeling a lot is about to come out."

A comment reacting to the news (Image via X/ @PopCrave)

Many joked about the news, wondering if it was part and parcel of the profession. Here are some comments seen under @popCrave's post on X:

"That is 1 way to fire people I guess," one joked.

"I guess it’s too late now to say Sorry?" another quipped.

"He's always had such a sketchy vibe..." a user commented.

Others suggested there was more to the story than meets the eye.

"I don't go here but I vaguely remember Justin saying something about people stealing money from him. I would not be surprised if Braun is the thief," one speculated.

"I knew from day 1 this man was fishy . If yall are still not boycotting wake tf up . This man is gonna try his best to smear BTS’ names," another wrote.

"This reeks of pr stunt…. Wouldn’t surprise me if it’s just to start rolling out Justin’s music soon," one person stated.

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Scooter Braun has managed artists like Ariana Grande, Psy, the Black Eyed Peas, and David Guetta, among others

Scooter Braun discovered Justin Bieber through the latter's YouTube channel in 2008. At the time, the singer's success saw the establishment of Braun's record label, Raymond-Braun Media Group (RBMG) Records (a joint venture between Usher and Braun). He also established SB Projects, an entertainment and marketing company, in 2007.

Through his ventures, he managed talents like Ariana Grande, Psy, Carly Rae Jepsen, Martin Garrix, Black Eyed Peas, and David Guetta, among others. In April 2021, South Korean company Hybe acquired Ithaca Holdings, Scooter Braun's holding company. As part of the deal, Braun became the CEO of Hybe America.

According to Billboard, in July 2024, he announced retiring from management to focus on his role as CEO of Hybe America. Per the publication, the move led to several artists leaving SB Projects, including Ariana Grande, Demi Lovato, and J Balvin.

At the time, Scooter Braun took to his Instagram to announce the news and highlight his management career. He particularly mentioned Justin Bieber and Ariana Grande, writing (since deleted):

"Justin and Ariana were both young teenagers when I began with them. Justin a 13 year old kid busking in Canada and Ariana a young actress on Nickelodeon. To see them both come up to be the legends they are today will forever be one of my greatest honors."

He continued:

"As we change our working relationships now, I will continue to root for them with the same passion that I did at each of their humble beginnings."

Around mid-2023, Billboard reported that Bieber and Scooter Braun's relationship was rocky and the singer was "actively looking at how he might extract himself from (it)." At the time, Bieber was still under a contract with Braun's company for more years after a series of alleged amendments to his deal with the latter.

Neither Justin Bieber nor Scooter Braun has publicly commented on the development.