Scooter Braun Takes Active Role in Sydney Sweeney's Career Strategy

Former music manager and Hybe America executive Scooter Braun has begun taking a direct advisory role in Sydney Sweeney's business affairs, according to a report from Puck.

Sources familiar with the situation told Puck's Matt Belloni that Braun has become increasingly involved in guiding Sweeney's commercial strategy, with a specific focus on her brand partnerships and endorsement portfolio.

Braun also reportedly played an influential role in Sweeney's recent decision to sign with Creative Artists Agency (CAA), helping steer the actress toward the major talent agency as she reorganizes her representative team.

Braun previously built an empire managing marquee pop superstars such as Justin Bieber and Ariana Grande, alongside orchestrating the high-profile acquisition and subsequent sale of Taylor Swift's early master recordings. He later transitioned into an executive leadership role at Hybe America before pivoting toward private investments.

Sweeney has quickly established herself as one of Hollywood's most commercially valuable young stars, pairing high-profile screen roles with an extensive slate of corporate endorsements. Bringing an aggressive, experienced dealmaker like Braun into her advisory circle underscores an effort to maximize her commercial leverage and structure more lucrative equity deals across entertainment and retail.