Jermaine Dupri says his and Scooter Braun’s newly announced distribution partnership “isn’t just a business move.” Instead, Dupri, whose So So Def Recordings counts a teen Braun among its roster of past mentees, views this pivotal moment as an example of “family” reuniting.
Monday, HYBE America, for which Braun serves as CEO, announced the partnership with So So Def, explaining in press notes that the deal will allow for Dupri’s label to utilize the company’s “full distribution and marketing infrastructure.” To be clear, this partnership isn’t aimed solely at So So Def’s extensive back catalog and is instead designed to bolster So So Def releases both old and new.
“Watching Scooter build what he has built has made me incredibly proud,” Dupri said in a press release. “He learned the game inside So So Def, and now he’s in a position to open doors the way I once opened them for him. That’s what legacy is about.”
Braun, meanwhile, praised Dupri as “a legend” and “one of the greatest producers and executives” in music history.
“He changed the sound of a generation,” Braun said. “This deal is about giving him the modern tools and reach his legacy deserves, and making sure the next generation hears what the last one already knows: Jermaine Dupri is a giant.”
In an exclusive statement to Complex, Usher, whose charts-dominating history with Dupri is well-documented, said, “Nothing makes me happier to see my brothers together. They both have a lot to offer each other.”
Next up, So So Def and HYBE America are set to start releasing new music as part of their partnership.