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 50^th Hip Hop Experience at  Atlanta’s cultural epicenterUnderground Atlanta. This one-of-a-kind 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 promises an engaging and immersive tribute to the pioneers, originators and pillars of rap music who have emerged from Atlanta. 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,” says Dallas Austin, renowned music producer, songwriter and musician. “The south has always had something to say, and now, through the Atlanta 50^th Hip Hop Experience, we’re making sure it’s heard loud and clear.”

"This Hip-Hop experience is important for us to have and even more important for you to see, " says Jermaine Dupri, producer, songwriter, rapper and music executive.

Underground is widely known as a vibrant entertainment venue in Atlanta, with a rich history as the place during the Prohibition where speakeasies could go literally underground to make the booze flow, and later as the hot spot for entertainment in the late 1960s and early 1970s. Top celebs at the time hung out at Underground – think Gregg Allman, Cher, the Rolling Stones. Today, it’s the venue for the Masquerade and other performing artists.

“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,” said Shaneel Lalani, CEO of Lalani Ventures, the owner of Underground.

Atlanta has been a powerhouse for creating legendary hip hop artists and music that have left an indelible mark on the global music scene. Despite its immense contributions, Austin says, Atlanta’s role as a hip hop hub has not always received the recognition it deserves. The Atlanta 50^th 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 Atlanta 50^th Hip Hop Experience will officially open to the public on Labor Day weekend, starting Friday, Sept. 1, and will continue to welcome enthusiasts until Sunday, Oct. 27.

In addition, the pop-up will host a variety of events, including artist Q&A sessions, celebrity podcasts, music-related fireside chats and industry seminars. Furthermore, the experience will 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. 

The Atlanta 50^th Hip Hop Experience will be open seven days a week from Sept. 1 through Oct. 27, from 11 a.m. to 4 p.m., with daytime weekday admissions starting at $10. Weekend evening experiences start at $30. Tickets and a schedule of special events will be available on the official website. 

For more information about Underground Atlanta, visit Underground Atlanta on Facebook, Twitter and Instagram.