Jermaine Dupri, the multi-talented dancer, rapper, and music executive, has an undeniable superpower: spotting rising stars in the music industry. As the founder of So So Def label, which is celebrating its 30th anniversary, Dupri has had a massive impact on hip-hop culture.
Dupri’s journey in hip-hop culture has taken him through various roles, from breakdancer to rapper, DJ, and music executive. He has also been an ambassador for Atlanta, highlighting the city’s impact on rap culture. His early career includes breakdancing for the hip-hop group Whodini and appearing in their music video for the hit song “Freaks Come Out at Night” at the age of 12. Dupri has also had his own chart-topping hits, such as “Money Ain’t a Thang” featuring Jay-Z and “Welcome to Atlanta” featuring Ludacris.
One of Dupri’s notable accomplishments is discovering the rap duo Kris Kross at the age of 19. He helped pen some of their biggest hits, including the eight-week No. 1 hit “Jump.” Dupri’s mission to support young talent continued with the TV competition series “The Rap Game,” which launched the career of Grammy-nominated rapper Latto.
In addition to his work with emerging talent, Dupri’s label, So So Def Recordings, has been a mainstay in hip-hop culture for 30 years. The label has represented acts such as Xscape, Da Brat, Bow Wow, Bone Crusher, Anthony Hamilton, Dem Franchize Boyz, and Jagged Edge.
Dupri’s talent as a producer has also been significant in shaping the landscape of R&B music. He has produced major hits for artists like Xscape, Usher, and Mariah Carey. Additionally, he played a role in the early careers of Destiny’s Child and Lil’ Kim.
Dupri credits his ability to pivot as his secret weapon. He believes in constantly evolving and exploring different spaces in the music industry, which has allowed him to maintain longevity and discover new talent. His track record speaks for itself, from working with Kris Kross to collaborating with Ari Lennox on her hit song “Pressure.”
Throughout his career, Dupri has been committed to uplifting other artists and helping them reach their full potential. As he approaches the 30th anniversary of So So Def, it’s clear that his influence in the music industry is far-reaching. Xscape, Da Brat, Bow Wow, Dem Franchize Boyz, Jagged Edge, Dondria, Bone Crusher, and Anthony Hamilton are just a few of the popular acts that have benefitted from Dupri’s expertise and support.