In a major music industry move, HYBE America—led by CEO Scooter Braun—has officially announced a strategic distribution partnership with the legendary So So Def Recordings, founded by Grammy® Award-winning producer and Songwriters Hall of Famer Jermaine Dupri.

This collaboration marks a full-circle moment for Braun, who began his career under Dupri’s mentorship at So So Def. Now, years later, he returns as a partner through HYBE America to provide the label with world-class distribution, marketing support, and global reach.

Under this partnership, So So Def will reintroduce its iconic catalog and launch new music from both emerging and established artists. Among the first to benefit from this expanded platform is acclaimed R&B duo DVSN, with more signings to be announced soon.

With a legacy of launching and producing chart-topping artists such as Usher, Mariah Carey, Janet Jackson, Bow Wow, Da Brat, Jagged Edge, Xscape, and viral sensation Muni Long, So So Def remains a cultural powerhouse. This partnership will ensure its influence continues for a new generation of fans.

Scooter Braun said, “Jermaine Dupri is a true architect of culture. This deal is about giving his legacy the tools it deserves to thrive globally.”

Jermaine Dupri added, “This isn’t just a business move—it’s family. We’re opening new doors for artists, just like I once did for Scooter.”

The partnership reinforces key themes of artist development, music legacy, mentorship, and innovation in the global music business. It also reflects HYBE America’s ongoing commitment to shaping the future of music by bridging iconic legacy brands with today’s digital-first, global market.

Fans can expect new music, re-released classics, and exclusive projects to roll out in the coming months as HYBE America and So So Def set a bold new course for hip-hop and R&B distribution.