Legendary music producers Dallas Austin and Jermaine Dupri, along with the PopUp Agency and title sponsors Patrón Tequila and Intercept Wines by Charles Woodson, are launching the Atlanta 50th Hip Hop Experience at Underground Atlanta.
The collaboration aims to celebrate the rich history and cultural impact of hip hop in Atlanta and its impact on the genre worldwide. Located on the upper level of Underground Atlanta at 65 Alabama Street, the pop-up experience is a tribute to the pioneers, originators and pillars of rap music who have emerged from Atlanta, according to a press release.
The experience will feature a captivating timeline, historical artifacts (think floppy discs and drum machines), interactive galleries and multimedia presentations that tell the story of how Atlanta has played a pivotal role in shaping hip hop’s evolution.
“We believe it’s time to celebrate Atlanta’s undeniable contribution to hip hop music,” Austin said in the press release. “The south has always had something to say, and now, through the Atlanta 50th Hip Hop Experience, we’re making sure it’s heard loud and clear.”
Despite its immense contributions, Austin says, Atlanta’s role as a hip hop hub has not always received the recognition it deserves. The Atlanta 50th Hip Hop Experience seeks to change that narrative by immersing visitors in a journey that delves deep into the roots of Atlanta’s hip hop culture, starting with his own roots in College Park.
The pop-up will host a variety of events, including artist Q&A sessions, celebrity podcasts, music-related fireside chats and industry seminars. The experience will also feature lounge and DJ events, showcasing a full liquor license, state-of-the-art sound system, and LED screen that will host exclusive Atlanta Hip Hop label takeover nights. The venue will also provide a space for private events and corporate parties.
“We’re proud that Dallas and Jermaine chose Underground Atlanta to honor the hip hop legacy in Atlanta – we already have such a proud history as an entertainment mecca – we’re the perfect fit to welcome this walk down hip hop’s legacy lane,” Shaneel Lalani, CEO of Lalani Ventures, the owner of Underground, said in the press release.
The Atlanta 50th Hip Hop Experience is now open to the public until Oct. 27, 2023. It will be open seven days a week from 11 a.m. to 4 p.m., with daytime weekday admissions starting at $10. Weekend evening experiences start at $30.
Underground Atlanta has historic roots dating back to the 1900s. The arts, entertainment and retail district spans multiple levels and four city blocks. Lalani Ventures purchased Underground in 2020 with a vision to restore and revitalize the destination.
