Hip hop artist, producer and label owner Jermaine Dupri is shifting allegiances and joining the US division of EMI's Virgin Records in the new post of President of Virgin Records Urban Music.
In the new role Dupri, who has worked with the likes of Usher,
TLC, Whitney Houston, Aretha Franklin, Aaliyah, Jay-Z, Chingy,
Ludacris, Toni Braxton and was the man behind, erm, Kriss Kross, will oversee Virgin's whole urban music operation. He will also continue to run his own label So So Def which will ally itself with Virgin, ending the imprint's existing relationship with
BMG's Zomba Music Group. Dupri will also record as a solo artist for Virgin, and is expected to produce music for artists across the EMI group.
Commenting on his new appointment, the ever modest Dupri told reporters yesterday: "I am happy to join the Virgin Records family, and look forward to working with the whole Virgin Records team.
As the new President of Urban Music for Virgin Records, I'm up for the challenge. My strengths as a producer and hit-maker were magnified this year with the success of my work with Usher.
By joining So So Def and Virgin, I plan to do for Virgin what
Russell Simmons did 10 years ago, when he moved Def Jam to **Island
Records**. I will catapult Virgin into a young, hip label with chart-topping success in both RnB and rap music. I also hope to change the whole look of the company so when up-and-coming
RnB and hip hop artists are looking for a home, Virgin will be the first stop."