Laroi joins Braun’s all-star SB Projects roster, which includes Justin Bieber, Ariana Grande, Demi Lovato, J Balvin, Dan + Shay and Tori Kelly, among others. Braun, SBP president Allison Kaye and general manager Jen McDaniels are set to split management duties of the 17-year-old artist.
Laroi, who hails from Australia and is signed to Columbia Records, catapulted to fame in 2020 after the release of his debut mixtape, “F*CK LOVE” and its hit single, “Without You,” which has moved 1.7 million song project units since its debut in Nov. 2020, according to Alpha Data. More recently, he has collaborated with Bieber for the song “Unstable” from his new album “Justice,” and released a remix of “Without You” featuring Miley Cyrus, which the two performed on “Saturday Night Live” on May 8.
Laroi was previously managed by Grade A Productions, the label that famously signed late rapper Juice WLRD, who Laroi considered a mentor. Sources tell Variety that the competition to manage Laroi was stiff — Ron Lafitte of Patriot Management (Pharrell Williams, Ryan Tedder) and Adam Leber, who manages Cyrus and Lil Nas X, were in the running. Laroi signed with UTA for representation in February.
Braun founded SB Projects in 2007, with one of his first clients being Bieber. In an interview with Variety in April, Laroi discussed his longtime admiration for Bieber, saying that his 2011 documentary “Never Say Never” inspired him to pursue a career in music.
“I remember when I was seven years old and my older cousin took me to go watch the ‘Never Say Never’ documentary with her when it came out in the movie theater,” Laroi said. “I didn’t really know a lot about Justin Bieber, I was like seven years old, but I remember after watching that movie I was like, ‘Yo, this is the coolest kid in the fucking world.’”
After collaborating on “Unstable,” the two have remained close friends, even starting a tradition of playing basketball together every Sunday. “It’s crazy, that’s my boy now,” Laroi said.