When talking about the southern hip hop movement, there’s no way to skirt around the monumental influence of So So Def Recordings and its founder, Jermaine Dupri. This year, as they mark their 30th anniversary, the impact of this label and its maestro is clearer than ever, with Dupri gearing up to host a grand “So So Def 30 Year Festival.” Let’s trace the journey of this iconic label and its founder’s legacy.
With So So Def, Dupri created a platform for showcasing Southern talent, often melding hip hop with soulful R&B elements. His ear for catchy hooks and genre-blending made him one of the most sought-after producers of his generation.
Established in 1993, Atlanta-based So So Def Recordings wasn’t just a label — it was a revolution. Right from its inception, it set out to provide hip hop and R&B with a distinct southern flavor, setting the stage for what would become an unforgettable era in urban music.
Under Dupri’s mentorship, talents like Da Brat, Dem Franchize Boyz, Jagged Edge, Xscape, and Bow Wow not only debuted but thrived, releasing a slew of platinum albums and singles.
Outside his label, Dupri was a force to be reckoned with, producing mega-hits for legends like Mariah Carey and Usher. With tracks like “We Belong Together” and “Burn” under his belt, his influence in shaping pop culture is undeniable.
Before Atlanta became the hip hop capital it is today, So So Def was laying the foundation, showcasing the city’s unique sound and vibrant culture.
When Jermaine Dupri released “Welcome to Atlanta,” it wasn’t just another hit single; it was a powerful proclamation of Southern hip hop’s rise and Atlanta’s pivotal role in it. The track put the spotlight squarely on the city, heralding its cultural significance and musical prowess. For many, the song served as an introduction to the vibrancy and energy of Atlanta’s music scene, while for others, it was a proud anthem of representation. By celebrating his hometown in such a grand style, Dupri elevated the status of Southern hip hop, positioning Atlanta as a central hub in the broader hip hop narrative.
Let’s take a look back at one of the most iconic songs and videos to put ATL on the map.
Today, the influence of So So Def and Jermaine Dupri is evident in the continued success of Atlanta as a major hub for hip hop and R&B. While the landscape has evolved, with trap and other subgenres dominating the airwaves, the foundation laid by Dupri and his label is undeniable.
Dupri shared stories on social media, reminiscing about the artists he collaborated with over So So Def’s 30-year journey.
This year, to commemorate three decades of groundbreaking music and culture, Jermaine Dupri is set to host the “So So Def 30 Year Festival.” Expected to be a star-studded event, the festival aims to celebrate the label’s storied history, its artists, and the indelible mark they’ve left on the music industry. Fans are eagerly anticipating performances, surprise reunions, and a nostalgic trip down memory lane.
The festive event is set to take place on October 7-8 at Central Park in Atlanta, Georgia. You can purchase tickets here.