The 2023 BET Hip Hop Awards became a grand stage for celebrating the 30-year legacy of Jermaine Dupri’s iconic So So Def record label, a significant milestone that coincides with 50 years of Hip-Hop. This celebration unfolded in Atlanta, the birthplace of So So Def, where Dupri, alongside a stellar lineup of artists including Ludacris, Nelly, Lil Jon, Da Brat, Bow Wow, Chingy, Bone Crusher, Tyrese, and Dem Franchize Boyz, delivered a memorable performance that paid homage to the label’s three decades of influence on the music industry.
The tribute began with Jermaine Dupri reminiscing about the creation of Kris Kross’s 1992 hit “Jump,” symbolizing the label’s inception and its foundational impact on hip-hop. The performance was a journey through So So Def’s biggest hits, featuring Ludacris and his anthem “Welcome to Atlanta,” Lil Jon’s energetic performances, Bone Crusher’s “Neva Scared,” and a surprise appearance by Nelly for “Grillz,” among others. The set was not just a display of musical prowess but a showcase of So So Def’s cultural impact, with artists donning Atlanta Braves jerseys and So So Def shirts, emphasizing the label’s deep roots in Atlanta’s music and cultural scenes.
Dupri’s statement, “I write the songs that the whole world sings,” during the performance, was a testament to his and So So Def’s lasting legacy in the music industry. This legacy is further highlighted by the label’s history of producing legendary acts such as Xscape, Jagged Edge, Bow Wow, and Da Brat, and continuing to influence the genre into the 2000s with artists like Anthony Hamilton and YoungBloodz.
Adding to the celebration, it was announced that Jermaine Dupri would host a So So Def 30th Anniversary Festival in Spring 2024, featuring a lineup of the label’s alumni and other monumental acts like T.I., Gucci Mane, Ari Lennox, T-Pain, Curren$y, Soulja Boy, Mario, Dru Hill, Keri Hilson, Bryan-Michael Cox, Pleasure P, and dvsn. This festival aims to be a unique celebration of So So Def’s contribution to the music world, emphasizing the cohesion of musical styles and the label’s significance over the past three decades.
The 2023 BET Hip Hop Awards and the planned So So Def Festival not only honor Jermaine Dupri’s vision and the label’s enduring impact on hip-hop and R&B but also serve as a reminder of the vibrant culture and talent that has emanated from So So Def over the years, setting the stage for future generations to be inspired by its rich legacy.
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