Jermaine Dupri commemorates 50 years of hip-hop at Essence Festival of Culture

Jermaine Dupri celebrates 50 years of hip-hop at the Essence Festival of Culture

Jermaine Dupri, widely recognized as a rapper, super producer, and music mogul, is amazed to acknowledge the 30-year anniversary of his label, So So Def. As Dupri takes the lead in commemorating 50 years of hip-hop, he graces the Essence Festival of Culture stage in New Orleans on Saturday.

The night’s headliner is Missy Elliott, the first woman in hip-hop to be inducted into the Rock & Roll Hall of Fame. However, Dupri is curating a special center stage segment, emphasizing that “The South Got Something To Say.”

“The dominance of Atlanta in rap is an extraordinary force,” expressed Dupri in an interview with The Big Big News. “And it’s crucial that we recognize that.”

In a groundbreaking move, Dupri unites a group of renowned artists—Big Boi, T.I., Ludacris, Gucci Mane, and Lil Jon—all on one stage.

“My goal is to represent my city in the best way possible,” Dupri explained when asked about the fans’ expectations for the festival. “It’s about unity and the tremendous power of all these artists on stage at once, man! We’ve performed together before, but never as a unified force. It’s like the super friends coming together. Get ready. We have an hour of nonstop hits coming your way.”

Dupri points out that the festival has typically catered to an older hip-hop demographic by featuring artists whose shows were considered “clean.”

“I remember performing there a few years ago, and we were told that our show had too much profanity for the audience. They said we cursed too much. As a result, that was the last time Frankie Beverly and Maze performed. You can imagine the audience was primarily in the 40- to 70-year-old age group,” he recalled. “This is the first time Essence is showcasing hip-hop at this level. I asked them if they’re ready for us to deliver a real, uncensored show, and they assured me they are. I hope all of you are too.”

Dupri intends to capture not only the music but also the lifestyle of the genre during this one-night-only experience.

“For this event, I’ve asked Karl Kani to dress me, so I can immerse myself in nostalgia. I want to make sure I encompass all the elements, or at least attempt to capture them: the fashion, the dances, the emcees, the DJs, and truly embrace the spirit of a B-Boy,” he revealed.

Dupri understands why some people still question the longevity of hip-hop.

“I believe people have always viewed hip-hop as inferior to previous genres like R&B and rock. And I can see why, especially when hip-hop artists don’t take the performance aspect as seriously as they should. That’s what sparks those conversations. That’s why I’m treating this show with utmost seriousness,” he remarked. “Hip-hop possesses various layers. Look at Pharrell as the men’s creative director for Louis Vuitton and Future as the creative director for Lanvin. It demonstrates what hip-hop does and how it influences humanity and the places we inhabit. It’s difficult to imagine it ever fading away. It’s a lifestyle that will continue to grow.”

“Once I was captivated by this as a kid, I realized it would endure. I started in 1984, during a time when the music was as addictive as crack, if not more,” Dupri reflected.

Describing the longevity of his career as “astonishing,” Dupri acknowledged, “It’s almost unbelievable. Back then, I wondered if I would even last a year. When Kris Kross emerged, I asked myself how long the group would stick around. When So So Def celebrated its 25th anniversary, it felt like we were marking 100 years. Surpassing that milestone is simply amazing.”

Dupri expressed his pride in the work he has accomplished and the artists he has discovered and mentored along the way, including Da Brat, Bow Wow, and more recently, Latto and J.I The Prince—products of his talent competition show, “The Rap Game.”

“When I see how far these artists have come, including those from my show, I can’t help but wonder if people realize how ahead of the game I am,” he emphasized. “This industry is highly competitive. It’s a fact. The world discovered this girl, Latto, on a TV show, and we selected her as the first winner. Does that mean JD knew or saw something well before the rest of the world? Absolutely. Though we have no involvement in her current success, she is still a product of the JD tree, a result of my commitment to staying connected to the streets and identifying talent.”

“Most of the artists I discover are usually the ones nobody wants to sign at the time. Initially, it wasn’t something I aspired to do,” he added. “But God put me here to work with young talent, create a space for them, and witness their victories. Each success feels like a graduation to me, and I take great pride in witnessing that.”

Frequently Asked Questions (FAQs) about hip-hop celebration

More about hip-hop celebration

• Essence Festival of Culture: Official Website
• Jermaine Dupri: Official Website
• Missy Elliott: Official Website
• Rock & Roll Hall of Fame: Official Website
• Big Boi: Official Website
• T.I.: Official Website
• Ludacris: Official Website
• Gucci Mane: Official Website
• Lil Jon: Official Website
• “The Rap Game”: Official Website