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Hailey Bieber may have taken a subtle shot at Scooter Braun just hours after he publicly praised Justin Bieber’s new album Swag. In a now widely circulated Instagram Story, Hailey posted a selfie using a filter that exaggerated her eyes and lips, with Mariah Carey’s “Obsessed” playing in the background—a move that many fans interpreted as a veiled jab. The timing of her post, paired with the choice of song known for its pointed lyrics about unwanted attention and delusion, raised eyebrows given Braun’s sudden reentry into the Bieber narrative.
Scooter Braun, who managed Justin Bieber for nearly 20 years before their professional relationship ended in 2023, took to Instagram earlier that same day to applaud Bieber’s latest project. In a lengthy post, Braun described Swag as the most “authentically Justin Bieber” album to date, calling it “beautiful, raw, and truly him.” He framed the release as a milestone in Justin’s artistic evolution, praising not just the music but the intentional, independent nature of how the album was rolled out. Braun’s remarks had an air of nostalgia and closure, acknowledging their long history while celebrating Justin’s new direction.
However, Hailey’s social media activity suggests she wasn’t exactly embracing Braun’s return to the spotlight, especially given the timing. Her Instagram Story seemed to signal a boundary—a protective move amid resurfacing headlines and speculation. It’s no secret that she has been fiercely supportive of Justin throughout the rollout of Swag, particularly as the album faced mixed reactions online. Some critics dismissed it as chaotic or overly emotional, but Hailey was quick to defend both the music and her husband’s vision. She highlighted the album’s record-breaking first-day streaming numbers—over 74 million streams on the Global Spotify Chart—emphasizing its success by noting that it surpassed Justin’s previous album Justice as his biggest debut ever on the platform.
Beyond that, she has made a point to showcase her support in tangible ways. She promoted the album directly by linking to Justin’s official site and shared a photo of a massive Times Square billboard featuring the album cover. Overlaying the image, she wrote a strongly worded message aimed at those spreading rumors about their relationship, making it clear that she wasn’t tolerating the ongoing speculation. Her message was pointed and defensive, showing that she remains unwavering in her loyalty to her husband.
The backdrop to this renewed attention on Braun is a financial settlement reportedly reached between him and Justin Bieber. According to TMZ, Justin has agreed to pay over $30 million to Braun to resolve a long-standing dispute involving unpaid commissions and debts tied to his canceled Justice tour. In 2022, after pulling out of much of the tour due to health issues, Bieber allegedly stopped payments on a $40 million advance that had been partially covered by Braun’s company HYBE. The settlement now includes a reimbursement of $26 million plus roughly half of $11 million in unpaid commissions.
Given that context, Braun’s public praise for the new album may have come off to some as opportunistic or self-serving. Hailey’s cryptic Instagram post, framed in sarcasm and paired with a track that calls out obsessive behavior, seemed to be a way of setting the record straight without directly addressing Braun by name. For those watching the dynamics unfold, her message was clear: she is standing firmly by Justin’s side and is unafraid to push back against those trying to insert themselves into his narrative.