Jermaine Dupri is reigniting R&B with purpose.
Backed by a new partnership with HYBE America and longtime collaborator Scooter Braun, the So So Def founder is positioning dvsn—the former OVO-signed duo—as the heart of a renewed push for soulful, authentic music.
Speaking with TMZ Hip Hop, Dupri reacted to Timbaland’s recent venture into artificial intelligence-generated music, a project called “A-Pop” that uses Suno A.I. to create full tracks. His reaction was far from enthusiastic. While Timbaland claims AI can enhance artistry, Dupri made it clear he sees it as a threat to the emotional core of R&B.
For Dupri, soul music can’t be coded. He believes R&B is rooted in humanity—stories of heartbreak, intimacy, and survival that machines can’t reproduce. While Timbaland embraces synthetic soundscapes, Dupri is doubling down on emotional truth. With dvsn as his lead act, he’s crafting a comeback rooted in vulnerability, texture, and lived experience.
The move marks more than a creative pivot. It signals Dupri’s refusal to let algorithms dictate the genre’s future. His vision isn’t nostalgic—it’s protective. He’s guarding the soul of R&B from dilution.
Fans seem to agree. The online backlash to AI-generated tracks, especially among longtime R&B listeners, has been intense. Many see artificial music as cold, distant, and empty.
Dupri’s mission is simple: preserve the depth that made R&B timeless. In an industry rushing toward automation, he’s anchoring his legacy—and the genre’s future—in the power of real voices telling real stories.
With dvsn at the forefront, he’s betting that feeling will always matter more than formula.
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