Jermaine Dupri
It can be hard to quantify the colossal success of legendary record label So So Def Recordings, but it’s impossible to overlook. Created and spearheaded by award-winning artist and producer Jermaine Dupri, the Atlanta-based label is largely to thank for several musical contributions. The company has served as a launchpad for the successful careers of many artists, including Xscape, Dem Franchise Boyz, Bone Crusher, Anthony Hamilton, Bow Wow, and various others. As the label celebrates its 30th anniversary, Dupri feels grateful that many artists and their music who were a part of So So Def’s success are still receiving acclaim today.
“It feels amazing because one of the things that you think about when you first start a company is how long you can actually sustain it, how long you can keep it going, and how much will this matter to people, years from when you started. To see people still loving all of the music that was put out and everything that I produced and just to have people still loving it and the art is pretty amazing. You don't know that it will happen, so it's a little surreal.”
As the iconic record label celebrates such a milestone, Dupri feels it’s imperative to protect the legacy.
“Coming from Atlanta, we didn't get the cushion that other labels in other cities, anded, such as New York City or Los Angeles. I had to watch every piece of this company being built while actually having to build it. I haven't ever celebrated the success of So So Def only because I'm always trying to ensure that it's perceived as what it is supposed to be and spoken in the same way. Even now, as I've gotten older and the company gets to 30 years, it's about protecting something that's legendary, and now it’s even more work.”
When it comes to acknowledging the contributions to Hip-Hop by way of Dupri and So So Def, the businessman said that he was the first to introduce a more youthful appeal to the genre.
“I brought youth into Hip Hop and I'm the one who inserted the idea of kids rapping and I did it at the highest level. People never took So So Def seriously because, at the time when we came in, it was an adult sport. There were no other kids in the business, so everything we see now on YouTube and SoundCloud with kids in their houses, making records, and becoming stars were nonexistent. So just guarding and protecting that while making sure that people don't lose sight of that is important. I even have people telling me now that Hip-Hop is a young person’s game. If you think that, then I’m the creator of that.”
While there’s an abundance of accomplishments to be proud of in the commemoration of So So Def’s 30th anniversary, Dupri is most happy about his confidence to persevere.
“I'm just happy that I had the determination and the goal to compete and go in the studio and make records that stood up to everybody else's record that was coming out at the same time. One thing that people will not say is that we don't deserve to be there. People know I can compete with anyone, and that's an accomplishment.”
