'Scooter Braun out, Bangtan back — there’s no stopping us now': BTS ARMY celebrate HYBE America shake-up after OT7 comeback hint

Scooter Braun is officially stepping down from his role as CEO of HYBE America, the company confirmed in a statement on Tuesday. While he will remain on the board and continue as a senior advisor to HYBE’s founder Bang Si Hyuk, the decision marks a significant shift in the company’s U.S. operations. Isaac Lee will now take over as CEO of HYBE America.

The timing of Braun’s exit hasn’t gone unnoticed. Just hours earlier, BTS reunited for a surprise Weverse live and appeared to confirm their long-anticipated group comeback for spring 2026, causing fans to erupt in excitement and, notably, link the two developments. Many ARMYs, who have long voiced discontent over Braun’s influence in HYBE, were quick to celebrate the change online.


According to HYBE, Braun’s transition will allow him to “pursue other areas of strategic focus while remaining closely involved with HYBE’s long-term vision as one of the company’s largest individual shareholders.”

Bang Si-Hyuk praised Braun in a statement, "Scooter has been an extraordinary partner, a visionary executive, and a true catalyst for cultural exchange. His contributions have been vital in establishing our ambitious presence in the U.S. market.”

Braun also shared his thoughts, “Being a part of HYBE and witnessing its remarkable growth has been one of the most inspiring chapters of my professional journey… I am incredibly proud of our collective accomplishments and look forward to supporting Chairman Bang and CEO Jason Jaesang Lee in their continued success as I step into what’s next.”


BTS’ surprise OT7 Weverse live on July 1 was emotional and packed with teases, including a subtle yet strong hint that their next group comeback will be in spring 2026. V (Kim Taehyung) also hinted that they may be working more in the U.S. for their upcoming projects.


The livestream, their first OT7 moment since military discharge, had already sent fans into a frenzy, but the news of Braun stepping down amplified the celebration. On platforms like X and TikTok, ARMYs pointed out the symbolism of the moment, joking that the BTS comeback era begins with Scooter Braun stepping away.

One user on X wrote, "Idk how, but I choose to believe the combined powers of BTS OT7 live and TXT getting freaky are what ousted Scooter Braun."


Another user stated, "BTS is back. Scooter Braun is out. The Kaze tour starts today. Life is good." A third fan noted, "Y'all don't get it. I dreamt of this day. I prayed it happened before BTS' comeback. I prayed."


"BTS OT7 live and Scooter Braun stepping down as the CEO — this is the best day of my life," mentioned one user. "scooter braun out bangtan back, there is no stopping us now."


Braun has long been a polarising figure in the music industry. A 2022 Business Insider report by Anna Silman described him as “ruthlessly careerist” and prone to falling out with major clients. In 2023, reports emerged that artists like Justin Bieber, Ariana Grande, and Demi Lovato were distancing themselves from Braun and SB Projects, though their teams often downplayed the drama, citing contract negotiations or mutual decisions.

Most famously, Braun was at the centre of the Taylor Swift masters controversy in 2019, after acquiring her early catalogue without her consent. The backlash led Swift to re-record all her early albums, and the feud permanently shaped Braun’s public image. She recently purchased all her masters back for $360 million. This purchase was made from Shamrock Capital, the investment firm that had previously acquired the masters from Scooter Braun.

While some stars, like Demi Lovato, publicly defended Braun at the time, many fans, including ARMYs, have continued to associate him with controversial power plays in the industry. His reduced role at HYBE, especially as BTS prepares for a fresh start, feels like a long-awaited shift for many.

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