In the months since increased attention was placed on the Israel-Palestine Crisis, K-Pop fans have raised their voices to show support. Fans have taken various actions, including a boycott of the “Big 4” (YG Entertainment, JYP Entertainment, SM Entertainment, and HYBE).
In addition, fans of groups under HYBE have continually targeted the company using the hashtag #HYBEDivestFromZionism. There were multiple reasons for this singling out, including what many consider the biggest — Scooter Braun.
#HYBEDivestFromZionism — Why Netizens Are “Singling Out” The Big 4 Company
Scooter Braun is the CEO of HYBE America, a position he has held since 2021. Outside of complaints about his management experience, netizens continually called out his long-time support of Israel.
Bang Si Hyuk (left) and Scooter Braun | @scooterbraun/Instagram
The hashtag was used with renewed vigor following the 2024 Superbowl, where American artist Usher performed during the half-time show. Usher previously supported Israel and unexpectedly had a feature on Weverse.
BTS’s Instagram also shared a post congratulating him on his album release.
[Weverse Magazine] 30년의 커리어로 수놓을 어셔의 ‘슈퍼볼 하프타임 쇼’
어셔의 음악사를 되짚다
더 자세한 내용은 위버스 매거진에서 확인하세요!
KOR: https://t.co/Qr1knbpC7j
ENG: https://t.co/1PSQ3m4ZnY
JPN: https://t.co/wCAAQvenbx#위버스 #Weverse #위버스매거진 #Weverse_Magazine pic.twitter.com/VTxv6UFwSl
— Weverse (@weverseofficial) February 7, 2024
| @bts.bighitofficial/Instagram
During the Superbowl, Israel bombed Rafah, a city on the border of Gaza where over 1.3 million people sought refuge, killing over 100 people. It is believed Israel timed the attack to happen during the football game when American focus would be placed elsewhere.
Fans called out the company over these promotions and called for Braun’s removal from the position.
this man is a disgusting pos, what will it take for you to LISTEN to us and get RID OF him.
HYBE REMOVE SCOOTER BRAUN #HYBEDivestFromZionism #하이브시오니스트를제거하다 pic.twitter.com/GtLQ54qMqg
— panda⁷ (@njkoospanda) February 12, 2024
as consumers who found so much comfort & solace in this space, it’s our duty to use our voice against the platforming & endorsement of zionist individuals or ideologies and demand corporate accountability for ethical conduct #HYBEDivestFromZionism #하이브시오니스트를제거하다
— d(ia) ⁷ (@sugatalus) February 12, 2024
Amid these calls, Pro-Palestinian ARMYs shared their anger towards Braun, including a tweet made by an account to wish him “the worst day.”
i wish the worst day to scooter braun truly, from the bottom of my heart.
— d(ia) ⁷ (@sugatalus) February 12, 2024
This same account later shared a video allegedly showing a direct message from Braun on his verified Twitter. The CEO seemingly responded to the OP’s tweet in the message, saying, “I wish you well.”
| @sugatalus/X
[Video could not be displayed]
Many saw this as a form of intimidation from Braun, something he has been accused of doing in the past, and an attempt at silencing those asking for his removal.
whether you’re trying to intimidate individual voices that speak up or manipulate the situation into you being the “bigger person” as if you haven’t been using your platform to spread vile propaganda, devoid of any human sympathy & “well wishes”… good to know you’re watching pic.twitter.com/DZhbtzJpg3
— d(ia) ⁷ (@sugatalus) February 13, 2024
Scooter has a documented history of trying to intimidate people through various means, including through DMs. It’s irresponsible and unproductive to spread the idea that this is evidence he’s feeling any kind of heat or pressure. He’s most likely just taunting us, because he can.
— chels⁷ ¹⁰ (@ndeverydayistay) February 13, 2024
.@hitmanb @HYBEOFFICIALtwt if his support of a genocide isn’t enough, what do you think of Scooter stalking ARMY and DMing them from his verified account? This reads like intimidation and is the opposite of everything Hybe prides itself on re fan relations #HYBEDivestFromZionism pic.twitter.com/MhiJC9Tewn
— Patty⁷ (@btbtbtsssssss_) February 13, 2024
Others saw it as a sign that their protests and boycotts were being heard and urged fans to continue.
this should be the motivation for everyone on the fence and the pro palestinian armys to boycott harder make it absolutely unbearable for scooter braun and his zionism. if he’s noticing and reacting that means it has reached him that means the boycott IS doing something.
— s (@yoongienthusias) February 13, 2024
scooter coming to taunt armys on twitter is just proof he feels threatened he’s going through the five stages of jake kodish
— tani⁷ (@ikissedjungkook) February 13, 2024
scooter dming fan accs clearly shows that he knows. even HYBE knows. they’re watching us trend tags & talk about our disgust with everything. now is our time to make even more noise. do things that will have even more impact. #하이브시오니스트를제거하다 #HYBEDivestFromZionism
— floꪜer⁷ (@tulipstfu) February 13, 2024
