Jermaine Dupri is partnering with HYBE America and his longtime collaborator Scooter Braun, where the So So Def founder is placing the spotlight on dvsn, the once OVO-signed duo, as the centerpiece of a soulful resurgence grounded in authenticity.
This revelation went down during a chat with TMZ Hip Hop.
But the convo shifted when asked about Timbaland’s latest project called “A-Pop,” which uses Suno A.I. to produce fully AI-generated music tracks, Dupri was clear in his response. His stance was anything but supportive.
Yikes.
While Timbaland argues AI can elevate artistry, Dupri views it as a threat to the emotional essence that defines R&B.
Get this, for Dupri, the soul of music can never be reduced to code. He insists that R&B thrives on human experiences, stories of heartbreak, intimacy, and survival that no machine can replicate. While Timbaland embraces digital soundscapes, Dupri is doubling down on emotional honesty. With dvsn leading the charge, he is crafting a revival that honors vulnerability, rich texture, and lived realities.
This is more than a shift in creative direction. It represents Dupri’s determination not to let technology and algorithms rewrite the future of R&B. His approach is not rooted in nostalgia but in preservation. He is fiercely protecting the genre’s soul from being watered down.