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Jermaine Dupri Provides The Instructions
10/23/2001 9:00 PM, Yahoo! Music
Marci Kenon
It seems Jermaine Dupri always knows exactly what to do--even during an international crisis. When help was needed for victims of the September 11 terrorist attacks, Dupri responded, launching Hip-Hop For Humanity with a benefit concert; he also produced one of nine versions of Marvin Gaye's classic "What's Going On" for a benefit disc, with a stellar lineup including Nelly, Destiny's Child, Britney Spears, *NSYNC, the Backstreet Boys, and Alicia Keys. The 28-year-old Atlanta native's obvious leadership abilities afford him the right to present Instructions, his sophomore album that provides evidence of his knowledge of the music game.
"I've been out here doing my thing for 10 years," says Dupri, who owns and operates the record label So So Def as well as other entertainment companies. "I think that's a big feat for anybody in this music industry--especially nowadays, with how fast hits and artists come and go. I've heard people say things like, 'That boy's got the instruction book on how to make a hit record or how to stay in the game.' I feel like the title's appropriate."
The man's not bragging, he's simply telling the truth--after all, he holds credentials as a recording artist, remixer, DJ, producer, songwriter, label owner, and entrepreneur. He's also a starmaker: Back in 1992, he helped launch the career of the extremely successful prepubescent duo Kris Kross, and nowadays, newcomers like Warner artist Lil' Johnny are brought to Jermaine to be groomed for success.
"This year, people credited me for being a 'starmaker,'" Jermaine says, citing Lil' Bow Wow's multi-platinum debut Beware Of Dog, released on So So Def. "It's not like I've never done it before, but I guess people were overwhelmed with the success of Bow Wow. Next year, I might be the 'best remixer of the year'--again."
True to his "starmaker" status, Dupri decided to showcase some up-and-coming artists on Instructions. "I went with all the big-name artists on the last album," he says of his 1998 debut, Life In 1472: The Original Soundtrack, which featured high-profile guest stars Jay-Z, DMX, Snoop Dogg, and Mariah Carey. "This time, I'm going with the artists who are not really huge yet, so that I can add something to their careers."
Those artists include UGK, Jadakiss, Bilal, Backbone, R.O.C., Freeway, and Boo & Gotti. There are also appearances by the requisite superstars, like Ludacris, Usher, Kurupt, and So So Def artists Jagged Edge, Da Brat, and Xscape. The album's single, "Ballin' Out Of Control," features the familiar voice of Nate Dogg.
Along with the long-awaited release of Instructions, Jermaine is relishing the success of the So So Def-issued soundtrack to the Keanu Reeves film Hardball, which features Big Tymers, R. Kelly, and Mobb Deep, among many others. The title track (and first single) features Sammie, Lil' Zane, Lil' Wayne, and Lil' Bow Wow, while Dupri's latest protégé, neo-soul artist Fundisha, appears on "Insomnia," the soundtrack's second single.
"I put all my energy into being a starmaker," says Jermaine, whose early career was directed by his father, music industry veteran Michael Mauldin (who now runs Artistic Control, Jermaine's management company). "I'm going to try to keep that flow going with my label. If I can keep that momentum going, I will be on that Berry Gordy page. That's basically what I'm trying to do. I'm not trying to talk about it, I'm trying to do it."
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