The So So Def billboard is officially back in Atlanta – exactly where it belongs. In May 2025, Mayor Andre Dickens and founder of So So Def Recordings, Jermaine Dupri teamed up for the unveiling of the reinstated So So Def Recordings billboard located off Exit 246 on the I-75/85 connector.
For decades, the iconic billboard has meant more than an advertisement but a symbol of Black excellence and Southern hip-hop pride. Originally installed in the mid-1990s, the So So Def billboard became a visual landmark that welcomed residents and visitors into the heart of a city that helped shape the sound of a generation.
So So Def has been a staple in the Atlanta for over 30 years. Playing a major role in shaping Atlanta’s music scene, Jermaine Dupri, an Atlanta native, producer, rapper, music mogul, and visionary founder of So So Def Recordings, launched the label in 1993. What began as a local venture quickly evolved into a powerhouse that would birth the careers of some of the biggest names in music. From Xscape to Da Brat and Bow Wow to Usher, So So Def has played a pivotal role in defining the voice of 1990s and early 2000s hip-hop and R&B.
For many Atlanta natives, the return of the billboard brings back memories of “Old Atlanta”, a time when music videos were shot in front of corner stores and denim overalls and baggy jeans were the trend. So So Def’s basslines were unmistakable and always felt like the rhythm of the “Dirty South.” Where were you when you heard “Lean Wit It, Rock Wit It” by Dem Franchize Boyz for the first time?
The reinstallation of the billboard is a tribute to Jermaine Dupri’s contributions, but also a celebration of Atlanta’s influence on American and global hip-hop culture.
