While the world rushes to integrate AI in an attempt to boost creativity, take it from legendary music producer Jermaine Dupri: Ideas that surprise and delight only come from being “your own algorithm.”
At ADWEEK’s Brandweek event in Atlanta, the music icon joined Nue Agency CEO Jesse Kirshbaum to explore how artists and brands can create cultural moments that stick.
The discussion, Entertaining Culture Through Music and Moments, unpacked what it means to build movements – not just marketing campaigns – in an era of nonstop content.
Standing Out Requires Seeing Differently
Dupri said his creative process has always been about doing what others won’t.
He recalled his early Atlanta marketing stunts, such as buying the first billboard drivers saw entering the city, and his decision to have ’90s hip-hop duo Kris Kross wear their clothes backward.
“It wasn’t a plan,” he said. “I just wanted people to see what we were doing. It’s the peacock effect – you have to make people look.”
That instinct to surprise, he added, still drives his approach to both artists and brands. Whether crafting Sprite’s “Obey Your Thirst” anthem or producing a track like “Grillz” for Nelly, Dupri builds worlds around songs that feel lived-in, not manufactured.
“You’re your own algorithm,” he said. “You gather the data from life and make something real out of it.”
Brands Need to Get Closer to the Source
Reflecting on his early collaborations with Coca-Cola and Boost Mobile, Dupri said many marketers still misunderstand how to tap cultural credibility.
He urged companies to partner directly with the communities they hope to reach, mirroring how he tailors music to the cities, clubs, and audiences that inspire it.
“If you’re selling in Atlanta, get someone from Atlanta,” he said. “You’re not selling to the side – you’re selling to the source.”
The Future of Creativity-and the Role of AI
When asked about AI, Dupri was blunt: It can aid inspiration but can’t replace emotion.
“There’s no heart in AI,” he said. “You’ll never get a heartfelt feeling from it.”
The founder of So So Def Recordings had a simple closing message: Creative progress depends on conviction and collaboration.
“Always think out of the box,” Dupri said. “And find people who think out of the box with you.”
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