In a strategic move widely anticipated, pop sensation Ariana Grande has officially joined forces with Brandon Creed and his recently established firm, Good World Management, according to sources familiar with the matter. This development follows Grande’s separation from longtime manager Scooter Braun, who had guided her career since the debut of her first album a decade ago.
Although representatives for Grande, Creed, and Braun have refrained from making official comments, Billboard was the first to report on this significant move. Grande’s decision to join Good World Management places her among an impressive roster of artists, including Demi Lovato, Troye Sivan, Charli XCX, Orville Peck, Mark Ronson, and Normani.
Brandon Creed, formerly associated with managing Bruno Mars and Lizzo, launched Good World Management in July after parting ways with Irving and Jeffrey Azoff’s Full Stop Management last summer. Grande’s alignment with Creed marks a new chapter in artist representation for both.
Despite a relative hiatus since her Positions album in fall 2020, Grande’s return to the studio, as showcased on her Instagram, hints at upcoming musical endeavors. With her active engagement in her first major film role for Universal’s adaptation of Wicked, scheduled for a November 2024 release, Grande’s career seems poised for exciting turns.
Sources had previously disclosed to Variety in August that Grande received numerous management inquiries after parting ways with Braun. Taking time to carefully consider her next steps, the artist aimed to navigate the legal aspects of the separation. A source close to the situation shared with Variety in August, “[Grande and Braun] are friendly, but she’s outgrown him and is excited to go in a different direction. Yes, there are negotiations [with Braun] happening because of contracts. But this is her choice. It’s time for something new.”
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