HYBE America, the U.S. subsidiary of South Korean entertainment company HYBE, has signed a distribution deal with legendary American producer Jermaine Dupri’s label, So So Def Recordings. The partnership is aimed at launching new music in the U.S. and discovering the next wave of global stars.
According to Billboard on April 7, HYBE America and So So Def Recordings will work together to release new music within the coming months. Under the agreement, So So Def will leverage HYBE America’s robust distribution and marketing infrastructure. The two companies also plan to collaborate closely on artist development with a global focus.
So So Def, founded by Dupri in 1993, rose to prominence in the early 2000s with artists like Xscape, Usher, Janet Jackson, and Mariah Carey. Backed by investments from Sony and Columbia Records, the label became a major force in the U.S. music industry.
Industry insiders note that this deal stems from a long-standing relationship between the companies’ leaders. HYBE America CEO Scooter Braun began his career in the entertainment business under the mentorship of Jermaine Dupri. As a young party promoter, Braun caught Dupri’s attention and went on to serve as head of marketing at So So Def.
“This partnership is like a family reunion,” Dupri said. “I’ve watched Scooter grow into a leader in this industry, and now he’s in a position to open doors for others.” Usher also commented, “It’s heartwarming to see these two brothers come together. They have so much to offer each other.”
Scooter Braun added, “Jermaine Dupri is one of the greatest producers of all time. He changed the sound of a generation. With this deal, we’re giving him the tools to pass that legacy on to the next.”
