SB Projects

SB Projects (SB Projects, LLC) is a diversified entertainment and media company founded in 2007 by entrepreneur Scooter Braun, operating at the intersection of music management, film, television, technology, brands, and social good. The company houses a talent management division, in-house record label (Schoolboy Records), a music publishing joint venture (Sheba Publishing), and a film/TV production division whose credits include Justin Bieber: Never Say Never, CBS's Scorpion, and FX's Dave. In 2021, HYBE Corporation acquired SB Projects' parent entity Ithaca Holdings for approximately $1.2 billion, making SB Projects a subsidiary of HYBE; Braun retired from artist management in 2024 and stepped down from HYBE America CEO in 2025, with Allison Kaye and Jen McDaniel now leading day-to-day management operations.