It’s a hard pill to swallow for some die hard, old school hip-hop fans, but New York no longer wears the hip hop crown, it’s been passed on to Atlanta. At the 1995 Source Awards when Andre 3000 infamously said, “The South got something to say!” something was set in motion. At that time Organized Noize was crafting a southern sound that revolutionized the game. Fastforward twenty years and that southern sound is still dominating the industry. Producers havevery rarely taken the spotlight away from artists, but nearly all of the major producers out of Atlanta have become household names and as a result, have set a new standard in the music industry.
Atlanta has become a melting pot for aspiring rappers and producers and it’s no surprise why. The majority of hip-hop’s highest grossing artists have not one, but multiple hits crafted by Atlanta producers. In the past three years Metro Boomin has produced over five platinum and gold certified records for the game’s two leading artists—Future and Drake—and even boast producer credits for the rap diva himself, Kanye West. Most producers are lucky to achieve this in a lifetime but success isn’t unfamiliar territory for Atlanta producers. The key to their success is simple, collaboration.
It wasn’t since the days of Timbaland, Magoo and Mannie Fresh that we saw producers really teaming up with artists and being pushed to the forefront. Future has been extremely instrumental in spearheading the careers of Atlanta’s top producers like Metro Boomin, Nard &B, and 808 Mafia. But the most prolific southern collab between producer and artist would have to be Zaytoven and Gucci Mane. What they accomplished in a short period of time allowed Zaytoven to make a name for himself and also set a new trend. The focus shifted from who was on the track, to who made the track.
Producers like Mike Will Made It caught hold of this trend and mastered the art of branding themselves within their music. Tag lines like, “Mike Will Made It” or “If young Metro don’t trustyou….” have become just as much of a part of the song as everything that follows. Of all the Atlanta producers, though, Mike Will has been the most successful in taking that southern sound to new heights. Even though he may be considered a hip-hop/rap producer, his biggest hits have been in other genres. Turn the radio on now and you’ll hear Queen Bey slaying over his production for “Formation”. You may also remember Rihanna’s #1 hit “Pour it Up” which he produced, as well as the Miley Cyrus’ “We Can’t Stop”. He’s proven that his sound can be Pop or R&B, without sacrificing the 808’s.
The southern sound may be imitated (cue Desiigner’s Panda) but never duplicated. In the fast-pace society that we live in the only things that seem to be relevant are what’s trending in social media. Atlanta occupies a unique space in the industry and has a sound that is evolving simultaneously with the culture. As much as you can try to deny it, Atlanta producers are winning and will continue to do so. It may be twenty years later, but the South still has something to say.
