Veganism Set To Be The Biggest Business Trend Of The Decade
Forbes Aug 19, 2020,09:00am EDT
Legendary music producer, songwriter, and Grammy-Award winning artist Jermaine Dupri is no stranger to being ahead of the trend: he has a knack for spotting emerging talent, helping develop some of the most prominent artists on the planet. After launching his record label, So So Def, in 1993, Dupri collaborated with Kris Kross, Usher, Nelly, and Mariah Carrey, helping them gain international stardom. He’s since sold more than 400 million albums and worked with Jay-Z, Janet Jackson, TLC, Aretha Franklin, Ludacris, Alicia Keys, and Bow Wow, among others. He is a member of the Songwriters Hall of Fame, and in 2019, the Grammy Museum honored his label’s 25th Anniversary. Will Godley and I spoke exclusively with the Dupri yesterday, revealing his secret ways of tracking the latest trends.
The 47-year old was a little nostalgic when asked if knowing what’s trendy has always come naturally. “What I’ve learned in the past is that I like doing things that aren’t being done; therefore I have to look out for the next wave. But most of the time I don’t know I’m doing it, it’s God given”. When it comes to songwriting or producing an album, the music icon is usually confident his work will do well. “But it’s not just about the music, it’s about everything else. How can I get people to pay attention to, for example Kriss Kross, before you even hear their music? Understanding that will help you to do well”
It isn’t just musical trends Dupri keeps an eye out for. The turn of the millennium saw analog technology disappear, and digital technology took its place, with smartphones and the worldwide web quickly dominating every market. It seems everyone has a social media presence today, but back in 2005, the Dupri saw the opportunity to develop his platform, Global14. This shift in direction away from music for the Grammy-winning producer was inspired by his fans ironically. “I wanted to create a space for my fans, for people who have the same interests as me, whether it’s food, clothes, girls, cars, or music. Back in 2007, they didn’t have this, there wasn’t Instagram, and Twitter wasn’t like it is now. So I got this wild idea. I’ve got a million followers, what if I can take 25% of them and take it to a new platform where I can post what I’m doing and start a conversation”. Although Dupri found innovation will always have some critics. “Nobody wanted to hear my idea; they called me the Black Mark Zuckerburg. But I created this community, Global14, and it means people like me have a place that represents them, as opposed to them trying to fit into a crowd of people they don’t even know.”
His latest project is again not on the music scene, as he embarks on a journey to turn the world vegan. This decision may have been more personal for Dupri, as he’s been living a meat-free life for the last 14 years, but he’s convinced that it’s the world’s next big trend. “Veganism is the next big trend in business, period. This is the first new business I’ve seen since I’ve been alive”, comparing the vegan business with the sneaker business, which was around in Dupri’s childhood. “You have new products on the market, Yeezy’s by Kanye [West] or Pharrell [Williams’] Adidas. But sneakers aren’t a new business”.
Although Dupri insists on being able to spot a trend naturally, by most people’s standards, being a vegan 14 years ago wasn’t trendy. Dupri, still doesn’t cook at home but argues that a lot has changed in the restaurant world. “There are far more vegan restaurants now than when I first started being vegan, especially in Southern States, which is funny because the south is known for its soul food. But Atlanta now has more black-owned vegan restaurants than any other city”. Although he still can’t go without his mom’s spaghetti, now made with plant-based alternatives.
Whether it’s Veganism, social media, or musical sensations, Dupri has a history of being ahead of the trend. He puts it down to “gravitating towards things that are close to my soul what my soul is telling me to do. If that means nobody else has done it, then so be it”. What stands out about Dupri’s ventures is how they survive the initial trend, providing longevity with the music he worked on in global demand. He believes Veganism is no different and “it’s here to stay”, predicting a boom in vegan restaurant ventures. For other companies wanting to keep up with this trend, Dupri predicts it will be easier than it sounds. “This is a new business, and the space is very open. People always think vegans are the second or third choice of people, but it’s time to be at the forefront. Whoever is fast and smart and understands the space is going to be big”. As an entrepreneur, the 47-year-old was reluctant to give away his business ideas, but he says the most prominent space at the moment is in airports. You’re dealing with people waiting around for their flight wanting food. If they read about this new restaurant in Forbes, they’ll want to go and try it out”.
So far, Dupri has converted many of his friends to living a plant-based diet, including Jay-Z and Beyonce. But the 47-year-old hopes to grow the vegan lifestyle, taking on a new role as Creative Director of The Beet. His new role sees him champion healthy eating and living, and consider the cultural shift that’s affecting the way people eat: since the Covid-19 pandemic began, sales of plant-based foods have risen as meat sales are down for the first time in six years.
Dupri feels having a background in the music business, has helped him flourish as a vegan because they both require a creative and soulful mindset. “I’m in the studio sitting down most days, it’s not an active lifestyle; you just eat and work. I had to change to a vegan lifestyle, and I think everyone should do that at some point. That’s why I did The Beet. I want to turn it into the number one resource for a plant-based diet so I can make sure people understand that this if for them”. Although he appreciates widespread change won’t come without its challenges. “The hardest thing is getting people to pay attention to education, which is why The Beet makes so much sense. I needed a place where I could find the different vegan restaurants in a city or the answers to questions I have”.
Talking of the future, Dupri is convinced the world will be vegan, with a growing demand for an ethical and sustainable lifestyle. “The global impact of Covid-19 has made the vegan lifestyle much more desirable as people pay much more attention to their health and strengthen their immune system. People have woken up to the benefits and are paying attention”. Joining Veganism will be a few other lifestyle changes the music icon anticipates, but veganism “has no choice but to go up. With the younger generation talking about it more, it definitely won’t go out of town. It’s got a strong ten year run coming 100 percent”.
View original article here: https://www.forbes.com/sites/benjaminlaker/2020/08/19/jermaine-dupri-reveals-how-the-worlds- biggest-trend-is-affecting-business-globally/?sh=530f956c18b0