Jermaine Dupri’s So So Def Recordings, the label he created as a teenager in 1993, cemented Atlanta’s reputation as a hip hop and R&B epicenter. The songwriter, producer and media mogul is now looking back on a quarter century of hits by enlisting current and former So So Def artists for a reunion tour.
The Associated Press (AP) reported today (August 1) that Dupri will launch the Cultural Curren$y Tour on October 14 in Washington D.C. Dupri said the tour’s name reflects the label and artists’ value to hip hop.
“I feel like with my artists and even myself, people don’t pay enough attention to how much we mean to the culture, and how much So So Def meant to breaking the South and making people pay attention to Atlanta,” he said.
To prove his point, he gathered a who’s who of MCs and singers who achieved success with So So Def. The line-up includes Da Brat, Xscape, Jagged Edge and Bow Wow, as well as other Southern and Midwestern artists the label featured.
The tour, whose tickets go on sale August 3, is part of a larger celebration of So So Def’s 25 years. Columbia Records, parent company to the label, released “Jermaine Dupri Presents So So Def 25,” a compilation of recording highlights, in June. The Songwriters Hall of Fame formally honored Dupri—only the second hip hop artist inducted into the organization’s history—during a ceremony that same month.