Ariana Grande chooses experienced agent Brandon Creed, signing with Good World Management after parting ways with SB Projects in August.
Ariana Grande has recently inked a deal with her new agent, Brandon Creed, bringing to a close a period without representation since her split from SB Projects in August. Initially, there were considerations of Grande managing herself, with her mother, Joan, stepping into a position of trust, mirroring a move made in Taylor Swift’s professional career. However, Grande has ultimately opted for someone more seasoned, and she has now signed with Brandon Creed.
The pop sensation, known for hits like “7 Rings” and “Thank U, Next,” has joined Good World Management, a company recently established by Creed, as reported by the specialized outlet Billboard. This marks the end of a chapter without agency representation since her departure from SB Projects.
Previously managed by industry veteran Scooter Braun, who faced a significant fall from grace this summer and was abandoned by numerous stars, including Demi Lovato, Idina Menzel, and Grande herself, who had been with him since 2013. The rift began with the well-known issue of Taylor Swift’s re-recordings and how Braun had treated her in the past.
“Ariana likes that [Brandon] understands her on other levels, and between acting and music, she has a lot ahead of her. She’s thrilled to have found a new support system to help her execute her plans,” revealed a source close to the situation.
“[Grande] wants the focus to be on her art, and he’s going to prioritize that, as well as her vision [the artist’s] over anything else,” added another insider. “He is the perfect person to support her and fulfill her goals for the next chapter in both her life and her career,” emphasized the source.
Brandon Creed, a seasoned agent who has managed the careers of Bruno Mars and Lizzo, among others, announced the launch of Good World Management in July. He introduced his initial clients, including Mark Ronson, Troye Sivan, and Charli XCX.
This move marks Ariana Grande’s third major signing since her split with Scooter Braun. In early August, she officially announced the deal with singer and dancer Normani, followed by the signing of Demi Lovato a month later, making them two former clients of Braun who have chosen to part ways with him.
