Scooter Braun’s Retirement Statement Has Fans More Upset Than Ever

HYBE artists’ fans are concerned.
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Koreaboo

Content Warning

This article includes descriptions of graphic content and sexual assault that may disturb some readers.

Since October, at least 37,296 Palestinians in the Gaza Strip have been killed. Most of which are women and children. Now, at least 85,197 have been injured, while many are starved, displaced, and lost their families and friends. 

As the world becomes more aware of the ongoing genocide against Palestine, netizens worldwide are using their voices, hoping to make a change. Businesses such as McDonald’s and Starbucks have been widely boycotted. Even K-Pop fans have chosen to boycott the “Big 4” (YG Entertainment, JYP Entertainment, SM Entertainment, and HYBE).

Fans of HYBE artists are especially concerned about the conglomerate company’s ties to Zionism. So, they have attempted to target the company by using the hashtag #HYBEDivestFromZionism.

Over the past months, HYBE has been heavily criticized for its collaborations with Western artists such as Justin Timberlake, Usher, and Bella Poarch, as well as a backup dancer, all of whom previously supported Israel. Still, netizens’ biggest objection is Scooter Braun, the CEO of HYBE America. Fans have long been dissatisfied with his poor management experience, but his long-time support of Israel has K-Pop fans demanding his removal from HYBE.

Despite the constant trending hashtags, HYBE has not adequately acknowledged the demands. Protestors even took it a step further by sending a protest truck to HYBE.

On February 23, an X (formerly Twitter) account shared its plan to send a protest truck to HYBE’s building. Fellow ARMYs shared their support, hoping HYBE would finally notice the protest.

A few hours later, the protest truck was spotted in front of the HYBE building. The truck featured Scooter Braun’s photo, graphic images from Gaza, and fans’ demands.

Korean and International ARMY demand HYBE divests from Zionism and Zionists in the industry.

If our demands are not met, ARMY will continue to push for you to meet our demands.

Do not look away when the same thing that happened to your Korean ancestors is happening to Palestinians.

We ask that you stand for humanity, for the right side of history, and against violence.

— Protest truck video

While HYBE hadn’t addressed the protest, netizens suspected it was noticed because Scooter Braun updated Instagram shortly after. He revealed he was actually in Seoul at that time.

Later, he updated with a series of photos, including a picture of himself in front of the HYBE building, Seoul locations, and an article boasting HYBE’s record sales. Netizens think this was his tactic to “inform the protestors” that he was going nowhere after seeing the truck. Prior to this, Scooter Braun allegedly attempted to “intimidate” a pro-Palestine fan through direct message.

K-Pop fans’ concerns only increased when HYBE entered a 10-year deal with Universal Music Group (UMG) in March. The agreement was signed by UMG chairman and CEO Lucian Grainge, HYBE chairman Bang Si Hyuk (also known as Bang PD), and HYBE America CEO Scooter Braun.

Chairman Bang, Scooter Braun and Park Jiwon have brought an innovative and progressive vision to the industry that underscores music’s global power. With the opportunities in engaging the superfan via their groundbreaking Weverse model, we’re thrilled to grow and expand our platform business collaboration as we evolve together leading the music industry’s evolution.

— Lucian Grainge

Now, Scooter Braun has announced his second chapter: his retirement from music management after 23 years. Yet, he revealed that now he can focus primarily on his life as a father and HYBE America CEO. He shared his goals in a ten-page slide via Instagram.

Naturally, this announcement has fans of HYBE artists concerned, as this is the opposite of what they have been protesting for. They found his statements especially alarming, as he claimed that he and Chairman Bang share the same vision. Not only that, he name-dropped many of the most popular HYBE artists.

Netizens resurfaced his problematic history with artist management and Zionist actions.

 

More than ever, netizens are encouraging one another to boycott HYBE until Scooter Braun is removed from his position.

Many fear that even then, Braun’s damage to HYBE will already be done.

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