Hip Hop Awards 2023: So So Def’s 30th Anniversary Performance Was a Trip Down Memory Lane
When we talk about hip-hop and R&B music in the 90s and 2000s, it's impossible to miss the significant influence of So So Def Recordings and its founder, Jermaine Dupri. Established in 1993 by Dupri, So So Def became an iconic label, churning out chart-toppers and shaping the sound of a generation.
The origin story of So So Def is intertwined with the success of Kriss Kross. This teenage duo's debut single, "Jump," produced by Dupri, was a massive hit in 1992, landing at No. 1 on the Billboard Hot 100 for eight consecutive weeks. This success paved the way for Dupri to establish So So Def, setting the stage for a musical movement. And it's why it was apropos to celebrate its 30th anniversary during the "BET Hip Hop Awards" 2023 in Atlanta, Georgia.
The performance was for the books, with our faves performing a medley of hits. Dupri's acumen for identifying talent and producing hits was unmatched. Over the years, the label signed some of the industry's most influential acts. From Ludacris' iconic "Welcome to Atlanta" to the energetic club anthems of Lil Jon like "Damn" and "Snap Yo Fingers," So So Def was a dominant force.
Bone Crusher's "Never Scared" embodied the raw, aggressive energy of the South, while Nelly's "Grillz," a collaborative production with Dupri, showcased the blend of hip-hop with R&B elements. Jermaine Dupri, not just a behind-the-scenes maestro, also delivered hits like "Money Ain't a Thang." Chingy and Tyrese's "Pullin Me Back" resonated with listeners, narrating the emotional turmoils of relationships.
So So Def was never just about individual artists. It was about the collective. This was perfectly exemplified in the hit "I Think They Like Me," which saw Dem Franchize Boyz, Jermaine Dupri, Da Brat, and Bow Wow coming together, reinforcing the label's strength in collaboration.
So So Def Recordings is more than just a label—it's a cultural phenomenon. To celebrate the 30th anniversary in addition to hip-hop turning 50, it's a reminder of the indomitable spirit of hip-hop and the artists who give it life.
