Renowned singer Demi Lovato has taken the step to seek fresh management following her recent separation from manager Scooter Braun last month, a development confirmed by insider sources disclosed to Billboard.
In 2019, Lovato had teamed up with Scooter Braun’s SB Projects, having been previously managed by Phil McIntyre of PhilyMack.
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Sources closely connected to the situation have disclosed that Lovato is embarking on a new trajectory, even though she conveyed her appreciation for her tenure with SB Projects. While she currently lacks new management, discussions are underway to chart her future course.
Both Demi Lovato and representatives of Scooter Braun have refrained from providing comments on this matter.
During her association with SB Projects, Lovato launched two albums: “Dancing with the Devil… the Art of Starting Over” in 2021, which reached the impressive No. 2 position on the Billboard 200 albums chart, and the pop-punk album “Holy Fvck” in the preceding year, achieving a commendable No. 7 on the same chart. Throughout her career since its inception in 2008, Lovato has achieved an impressive tally of 36 appearances on the Billboard Hot 100, including four top 10 hits. All eight of her studio albums have made their debut within the top 10 of the Billboard 200, with 2009’s “Here We Go Again” securing a No. 1 entry.
The anticipated release of “Demi Lovato Revamped” is scheduled for September 18. This project will showcase revitalized rock versions of Lovato’s most significant hits, encompassing tracks like “Heart Attack,” “Sorry Not Sorry” featuring Slash, and “Cool For the Summer.”
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Upon her collaboration with SB Projects, Lovato voiced her excitement on Instagram, expressing, “Dreams came true today for me… Couldn’t be happier, inspired, and excited to begin this next chapter with you Scooter!!! Thank you for believing in me and for being a part of this new journey.” (Please note that all posts by Lovato before 2022 have been removed from her account.)
Scooter Braun reciprocated the enthusiasm on his Instagram, remarking, “She is a special person and a special talent. I’m… we… are honored. Welcome to the family Demi.”
SB Projects’ artist roster currently features prominent names such as Justin Bieber and Ariana Grande. In response to recent speculations that Bieber might be considering departure from SB Projects, both parties’ representatives have clarified to Billboard that such rumors are “not true.”
Another artist who joined forces with Scooter Braun in 2019, J Balvin, terminated the collaboration in May and is now managed by Roc Nation.
In 2021, Scooter Braun orchestrated the sale of SB Projects’ parent company, Ithaca Holdings, to the South Korean entertainment conglomerate HYBE. Under this transition, SB Projects has continued its operations, while Scooter Braun has taken on the role of CEO for HYBE America. Notably, earlier this year, Braun played a pivotal role in facilitating HYBE’s acquisition of the esteemed hip-hop label Quality Control.
