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A Marketing Genius

Ryan is a poet, article writer, screen writer, sportswriter, copywriter, and song writer.

Introduction

On September 23, 1972, Tina Mosley and Michael Mauldin of Columbia records introduced their little bundle of joy to the world and named him Jermaine. Jermaine Dupri Mauldin. Being the son of an Atlanta Talent Manager, he decided to walk into his father’s footsteps early. He displayed signs before he became a teenager. At just ten, he danced on stage at a concert his dad was coordinating. That’s how his career started. He danced in the group Whodini two years later.

In the early days, he danced or others around the industry. Eventually, he was performing all around the United States. Seemingly, he wanted to make a name for himself. So he used his middle name. Dancing was just the beginning of the empire he was about to build. In my opinion, the kingdom was a stage that displayed his marketing genius. In this article, I will explain the challenges he faced and the artists he marketed well.

Dupri is the man behind So So Def Records. He is responsible for notable acts as those attached. Chicago Native Shawnta Harris (Da Brat) from Chicago, Illinois (1974) is one of them. Since her parents never married, Her upbringing was in two different households. The households were both on the west side of the city. She did not live with her parents in two homes, but one with her mom and grandmother. Her surroundings as a child were pretty disciplined. She sang in the church choir and attended a charter school.

Through it all, her rap skills stood mightily. After graduating in 1992, she won the grand prize in a local rap contest by Yo MTV Raps. The rest after it was history. She teamed up with the super producer and became one of the label's leading women, so so def. In the industry, she is one of the leading female rap stars now and in the present.

Shad Gregory Moss was born in Columbus, Ohio, in 1987. He became interested in rap when he was just three years old. Three years later, he started rapping and being apart of talent shows. At that time, his favorite rap group was in the L. An area where he participated in a talent show. His stage name was kid gangsta during the time. After the show, he became a teen sensation Lil Bow Wow. That name seemed to have come from his founder rapper Snoop Dogg. Snoop suggested that Jermaine Dupri take over because of his success with the teen prodigies Kris Kross. In 1998, Jermaine took on the challenge, and since then, it did not regret. He knew just what to do with the kid.

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So So Def

Dupri had gotten tips watching his father. Before graduation, he was already working on his craft. By 1990, Dupri produced his first act. A group he called SILK THYMES LEATHER. The success he had with that group continued when he found teen duo KRISS KROSS in 1991. Dupri was putting together groups quickly. A year later, he wrote and produced the album for Kris Kross entitled CROSS OUT. Dupri and the duo also were on TV. They made an appearance on A DIFFERENT WORLD as themselves. Before finding another group in 1993, he founded his record label. SO SO DEF records. It did not take Dupri long to find more acts. He discovered group XSCAPE and signed them to his label. By this time, Dupri was one of the hottest producers in Atlanta, and it got better. He signed more solo acts to so so def. The So So Def label was a massive hit in the south. In the midst, he was also still working with Columbia records, but he was getting bigger. He co-wrote and produced many more prominent artists. The majority of the songs he touched went platinum. He was so busy working and being successful on others' albums he almost forgot about himself. Those he helped started helping him with his label. Soon as things became bigger, he slowly stepped away. He recorded his first album and that same year signed 11-year-old LIL BOW WOW. He terminated his deal with Columbia records in 2002. The next year, Dupri was with Arista Records. There, he continued building his empire.

Da Brat

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Marketing Solo Acts

Shawnta Harris is born in Chicago, Illinois (1974). Harris stage name is known as Da Brat. Since her parents never married, Her upbringing was in two different households. The households were both on the west side of the city. She did not live with her parents in two homes, but one with her mom and grandmother. Her surroundings as a child were pretty disciplined. She sang in the church choir and attended a charter school. Through it all, her rap skills stood mightily. After graduating in 1992, she won the grand prize in a local rap contest by Yo MTV Raps. The rest after it was history. She teamed up with the super producer and became one of the label's leading women, so so def. In the industry, she is one of the leading female rap stars now and in the present.

Shad Gregory Moss was born in Columbus, Ohio, in 1987. He became interested in rap when he was just three years old. Three years later, he started rapping and being apart of talent shows. At that time, his favorite rap group was in the L. An area where he participated in a talent show. His stage name was kid gangsta during the time. After the show, he became a teen sensation Lil Bow Wow. That name seemed to have come from his founder rapper Snoop Dogg. Snoop suggested that Jermaine Dupri take over because of his success with the teen prodigies Kris Kross. In 1998, Jermaine took on the challenge, and since then, it did not regret. He knew just what to do with the kid.

Jagged Edge

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False Allegations and Love Life

Over the years, Dupri has earned the right to be called super-producer. One night he was partying in France. He took the early success and rested hiatus. Sadly, not all took it as a hiatus. Some just felt that he lost it. After a party in 2010, Dupri displayed more of his street-side on a show that he despised. He told the show host, who happens to be a blogger, that they are always downing him and his artists. Angrily, he ended it with a threat. A threat that he denied, but the blogger was very uncomfortable with Dupri’s verbal abuse. In response, she hung up on him and called the police. Along with this issue, he had to deal with some false allegations. Many wondered about him signing young artists to his label. Some felt like he was preying on them. One of those artists included Kris Kross. He was telling former labelmate bow wow, happy birthday on Instagram and a man decided to comment. The comment was very vulgar. Completely inappropriate. Dupri responded with words that are not so kind himself.

With his success came a rocky love life. Dupri has over 30 years' experience in the music industry. With his expertise and his father's, he knows what it takes to succeed. He has groomed some of the most prominent young talents in the industry. Despite this young talent growing up, his stamp is on their careers. By this time, So So def is well established. Dupri wanted someone to share it with, but his love life was a bit unstable. Between 2002-2009 he was dating Michael Jackson's little sister Janet, but it fell off. Janet left and had a marriage and child, but now the two are divorced. Janet is back on the market, and Dupri seems to be ready for her. Rumor has they are back together. They have been off and on, so you never know. Dupri has already denied the rumors. He said it's just something that the fans want. Despite the two not being together, that still does not change what Dupri thought about her. He said, "SHE WAS IN MY LIFE FOR A REASON." The fans surely want to see the titans clash again.

Xscape

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Conclusion

Dupri came in a dancer and walked out a super-producer. He is now mentoring others about what it takes. Since he launched the careers of some of the biggest artists he’s training others to do the same. He was given a museum honoring all of his work. He is a huge part of Atlanta’s culture. What stands out to many about Jermaine Dupri is his humbleness. Like any music artist, he has had bad times. Times when he was tested, and he failed. He acted out of his character. Great to see that he did not stay out of character. He stuck to what he knew how to do best and that was to make music. Jermaine Dupri and his So So Def label is an empire.

© 2019 Ryan Jarvis Cornelius

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