ATLANTA, GA — On a recent episode of B-High TV, host B-High and co-host Wicked spoke with Grammy Award-winning producer, music legend and So So Def Recording founder Jermaine Dupri about how he crafted the sound for the multi-platinum rap artist Da Brat.
Dupri is renowned for his transformative contributions to the Atlanta sound and music. His journey in creating iconic tracks is a testament to his visionary approach and tenacity in facing challenges. In a recent conversation, he described how he conceptualized the track “Welcome to Atlanta” and his experiences working with artists like Ludacris and Da Brat.
Reflecting on the genesis of “Welcome to Atlanta,” Dupri recalled, “I knew it was going to be about Atlanta, but I was just like, what was it going to sound like? And this, that, and the third.”
At the time, Outkast, Goodie Mob, and Organized Noize had begun shifting their sound from the Southern Playalistic funk, which left Dupri contemplating how to blend and innovate. The turning point came after seeing Ludacris’s “Throw Them Bows” video, which became the welcome mat featuring the phrase ‘Welcome to Atlanta.’ “I thought about it, I’m like, man, okay, I’m going to do a song with Chris,” Dupri told B High TV.
This inspiration led to a collaboration that became a defining anthem for the city.
Dupri’s journey could have been smoother, especially when crafting hits with female rappers in an era predominantly dominated by male voices.
He recalled his struggle working with Da Brat, “At the time when I did Brat, guys weren’t interested in female rappers, and me being one of them guys.“
Ironically, Dupri had previous success with female groups like TLC and Xscape, which had a hip-hop foundation.
“And what’s crazy is me making that statement; my first group was a female rap group. So it’s hard for me to actually say that. But I was in a space of like, Kris Kross was successful. I worked with TLC, and I was doing remixes and stuff at that time. So I was just like, I ain’t trying to like to get in the space of doing, oh, Xscape had came out. Xscape out first. Yeah. So I had Xscape, Kris Kross, and TLC successfully.“
Despite his admiration for Da Brat’s talent, he found it challenging to create a song that could resonate universally. “It took me the longest to find my groove and to find Funkdafied,” he admitted, revealing that it took two years to achieve the right sound.
Throughout the process, Dupri relied heavily on organic feedback.
“I’d play it in the background, just to see if anybody reacted… and people weren’t giving me no kind of like, who is that?” This intuitive approach of seeking genuine reactions helped him refine his craft. The moment he eventually hit the right note with “Funkdafied,” the response was immediate and affirming.
“Once I got that reaction… I knew out the gate, I’m like, this is it. She’s going to go right here.”
Dupri has exemplified the blend of creativity, patience, and resilience required to shape music that resonates with various audiences throughout time. His ability to navigate uncertainty while holding firm to his artistic vision has solidified his legacy as one of the pioneers of Atlanta’s music scene.
