{"id":23256,"date":"2026-10-01T13:46:09","date_gmt":"2026-10-01T13:46:09","guid":{"rendered":"https:\/\/popupagency.com\/?p=23256"},"modified":"2026-10-01T13:46:14","modified_gmt":"2026-10-01T13:46:14","slug":"atlanta-hip-hop-50-underground-atlanta","status":"publish","type":"post","link":"https:\/\/popupagency.com\/index.php\/2026\/10\/01\/atlanta-hip-hop-50-underground-atlanta\/","title":{"rendered":"A city tells its own story"},"content":{"rendered":"\n<style> body.postid-23256 .elementor-element-de682ad::before{content:\"ATLANTA HIP-HOP 50\";display:block;margin:0 auto 24px;color:var(--e-global-color-f08554b,#b4f64c);font-size:14px;line-height:1.5;letter-spacing:.17em;font-weight:600} body.postid-23256 .elementor-element-de682ad h1{font-family:var(--e-global-typography-primary-font-family),sans-serif;font-size:clamp(36px,4.5vw,58px);line-height:1.08;letter-spacing:-.025em;max-width:18ch;margin:0 auto;text-wrap:balance;color:#fff} body.postid-23256 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.case-photo-essay>div,body.postid-23256 .popup-native-case .case-compare-view{display:grid;grid-template-columns:1fr 1fr;gap:24px} body.postid-23256 .popup-native-case .case-compare-view img{height:350px;object-fit:contain;background:#11140f} body.postid-23256 .popup-native-case .case-media-credit{font-size:12px;color:#b2b9a9;margin-top:16px} body.postid-23256 .popup-native-case .related,body.postid-23256 .popup-native-case .portfolio-reading{border-top:1px solid #ffffff30;padding-top:25px;margin-top:30px} body.postid-23256 .popup-native-case .related a,body.postid-23256 .popup-native-case .portfolio-reading a{display:block;font-size:15px;margin-top:12px} @media(max-width:767px){body.postid-23256 .popup-native-case .case-photo-essay>div,body.postid-23256 .popup-native-case .case-compare-view{grid-template-columns:1fr}body.postid-23256 .popup-native-case .case-compare-view img{height:auto}} @media(max-width:1024.98px){body.postid-23256 .elementor-location-header .elementor-element-11e649e3{display:none!important}body.postid-23256 .elementor-location-header .elementor-element-3310400{display:block!important;justify-self:end}body.postid-23256 .elementor-location-header .elementor-element-22aeacf7>.e-con-inner{grid-template-columns:minmax(0,1fr) auto}} body.postid-23256 .case-gallery-grid{display:grid;grid-template-columns:repeat(3,minmax(0,1fr));gap:20px}body.postid-23256 .case-gallery-grid img{aspect-ratio:3\/2;object-fit:cover}body.postid-23256 .case-gallery-grid a{display:block;border-radius:16px;overflow:hidden}body.postid-23256 .case-gallery-grid figcaption{font-size:11px}body.postid-23256 .case-film{margin:0 0 50px}body.postid-23256 .case-film iframe{display:block;width:100%;aspect-ratio:16\/9;height:auto;border:0;border-radius:16px}body.postid-23256 .case-gallery-archive{margin:35px 0 50px}body.postid-23256 .case-gallery-archive summary{cursor:pointer;font-size:16px;color:var(--case-lime);padding:20px 0;border-top:1px solid #ffffff30}body.postid-23256 .case-gallery-archive[open] summary{margin-bottom:15px}@media(max-width:767px){body.postid-23256 .case-gallery-grid{grid-template-columns:repeat(2,minmax(0,1fr));gap:18px 12px}body.postid-23256 .elementor-element-de682ad::before{width:auto;font-size:12px}}<\/style><div class=\"popup-native-case\" id=\"content\" tabindex=\"-1\"><section class=\"native-case-intro\"><div><p class=\"eyebrow\">Atlanta Hip-Hop 50 \/ Selected work<\/p><p class=\"lede\">An exhibition at Underground Atlanta brought the city\u2019s musical legacy into a place people could explore together.<\/p><\/div><div><dl class=\"native-case-facts\"><div><dt>Location<\/dt><dd>Atlanta, Georgia<\/dd><\/div><div><dt>Project<\/dt><dd>2023<\/dd><\/div><\/dl><nav class=\"native-case-jumps\" aria-label=\"Explore this case\"><a href=\"#case-overview\">The story \u2193<\/a><a href=\"#case-film\">Museum tour \u2193<\/a><a href=\"#case-gallery\">Gallery \u2193<\/a><a href=\"#case-impact\">The impact \u2193<\/a><\/nav><\/div><\/section><section class=\"intro-grid\" id=\"case-overview\"><div><p class=\"eyebrow\">The opportunity<\/p><h2>Put Atlanta\u2019s contribution at the center.<\/h2><\/div><div><p>Celebrate Atlanta\u2019s contribution to hip-hop through an experience grounded in the people who shaped it.<\/p><p>The 50th anniversary of hip-hop became a chance to celebrate Atlanta\u2019s own contribution. Curated exhibits by Dallas Austin and Jermaine Dupri connected the anniversary to the artists, objects and stories that shaped the city\u2019s sound.<\/p><\/div><\/section><section class=\"role\"><div><p class=\"eyebrow\">Our role<\/p><p>POPUP created the experience in partnership with Dallas Austin and Jermaine Dupri, bringing their cultural perspective into the exhibition and its live setting. Memorabilia, storytelling and an opening event connected visitors with Atlanta\u2019s place in hip-hop history.<\/p><\/div><ul><li>Experience production<\/li><li>Exhibition environment<\/li><li>Partner coordination<\/li><li>Opening event<\/li><\/ul><\/section><section class=\"chapter \"><div class=\"chapter-copy\"><p class=\"eyebrow\">The experience<\/p><h2>Give the music a physical history.<\/h2><p>Memorabilia and exhibition storytelling brought the anniversary into a place people could explore. The curatorial partnership with Dallas Austin and Jermaine Dupri kept the focus on Atlanta\u2019s creative community and its contribution to hip-hop culture.<\/p><\/div><figure><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-04.webp\" alt=\"An Atlanta artist timeline beside the Welcome to Atlanta installation.\" loading=\"lazy\" decoding=\"async\"><figcaption>Memorabilia and exhibition storytelling at Atlanta Hip-Hop 50, Underground Atlanta, 2023.<\/figcaption><\/figure><\/section><section class=\"chapter reverse\"><div class=\"chapter-copy\"><p class=\"eyebrow\">The experience<\/p><h2>Bring the city together around the story.<\/h2><p>An opening VIP event introduced the exhibition at Underground Atlanta. POPUP\u2019s work connected the exhibition environment, partner coordination and the live gathering, giving the anniversary both a physical setting and a shared occasion.<\/p><\/div><figure><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-09.webp\" alt=\"Visitors gather at a wooden bar beneath a wall of framed record awards.\" loading=\"lazy\" decoding=\"async\"><figcaption>The gathering space within Atlanta Hip-Hop 50 at Underground Atlanta.<\/figcaption><\/figure><\/section><section class=\"case-film\" id=\"case-film\"><p class=\"eyebrow\">Inside the exhibition<\/p><h2>Take a walk through the story.<\/h2><div class=\"popup-media-choice\" style=\"min-height:400px\" data-popup-player=\"https:\/\/www.youtube-nocookie.com\/embed\/Rojz6Ji_4dI?autoplay=0&#038;controls=1&#038;loop=0&#038;playsinline=1&#038;rel=0\" data-player-title=\"Atlanta Rap History: museum tour by Magik Mark and Chuck C\" data-player-height=\"400\"><p class=\"popup-media-title\">Atlanta Rap History: museum tour by Magik Mark and Chuck C<\/p><p>Load this player to connect to YouTube. That service may use cookies and collect playback information.<\/p><button type=\"button\" class=\"popup-media-load\">Load YouTube player<\/button><a href=\"https:\/\/www.youtube-nocookie.com\/embed\/Rojz6Ji_4dI?autoplay=0&#038;controls=1&#038;loop=0&#038;playsinline=1&#038;rel=0\" target=\"_blank\" rel=\"noopener noreferrer\">Open on YouTube \u2197<\/a><\/div><p class=\"case-media-credit\">Museum tour by Magik Mark &amp; Chuck C, originally featured on our Atlanta Hip-Hop 50 page. <a href=\"https:\/\/www.youtube.com\/watch?v=Rojz6Ji_4dI\">Watch on YouTube \u2197<\/a><\/p><\/section><section class=\"portfolio-detail-gallery\" id=\"case-gallery\"><p class=\"eyebrow\">The exhibition &amp; opening<\/p><h2>Objects, stories and a shared celebration.<\/h2><div class=\"case-gallery-grid\"><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-06.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-06.avif\" alt=\"A turntable and keyboard preserved in a glass display case.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>A turntable and keyboard preserved in a glass display case.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-10.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-10.avif\" alt=\"A music-production sampler displayed with an exhibition label.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>A music-production sampler displayed with an exhibition label.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-12.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-12.avif\" alt=\"An ornate gold goblet and artist photograph displayed in a red-lined frame.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>An ornate gold goblet and artist photograph displayed in a red-lined frame.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-01.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-01.avif\" alt=\"A speaker addresses guests from the stage at the Atlanta Hip-Hop 50 opening.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>A speaker addresses guests from the stage at the Atlanta Hip-Hop 50 opening.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-17.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-17.avif\" alt=\"A group portrait on the red carpet in front of the Atlanta music timeline.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>A group portrait on the red carpet in front of the Atlanta music timeline.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-21.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-21.avif\" alt=\"Opening-night visitors fill the gallery between the memorabilia displays.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>Opening-night visitors fill the gallery between the memorabilia displays.<\/figcaption><\/figure><\/div><\/section><details class=\"case-gallery-archive\"><summary>Explore the full photo gallery<\/summary><div class=\"case-gallery-grid\"><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-02.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-02.avif\" alt=\"A wall-sized timeline traces the history of Atlanta hip-hop artists.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>A wall-sized timeline traces the history of Atlanta hip-hop artists.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-05.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-05.avif\" alt=\"A jacket, photographs and So So Def display arranged above an oversized cassette.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>A jacket, photographs and So So Def display arranged above an oversized cassette.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-07.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-07.avif\" alt=\"An exhibition wall filled with the names of Atlanta hip-hop artists.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>An exhibition wall filled with the names of Atlanta hip-hop artists.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-08.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-08.avif\" alt=\"Guests pose for photographs beside the Welcome to Atlanta installation.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>Guests pose for photographs beside the Welcome to Atlanta installation.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-11.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-11.avif\" alt=\"A guest stands in front of the So So Def memorabilia display.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>A guest stands in front of the So So Def memorabilia display.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-13.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-13.avif\" alt=\"Guests talk in front of the exhibition\u2019s Atlanta music timeline.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>Guests talk in front of the exhibition\u2019s Atlanta music timeline.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-14.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-14.avif\" alt=\"Visitors pose beside a wall of Atlanta artist names.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>Visitors pose beside a wall of Atlanta artist names.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-15.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-15.avif\" alt=\"A guest poses in the gallery wearing an orange jacket and sunglasses.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>A guest poses in the gallery wearing an orange jacket and sunglasses.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-16.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-16.avif\" alt=\"Guests gather beside the exhibition\u2019s wall of record awards.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>Guests gather beside the exhibition\u2019s wall of record awards.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-18.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-18.avif\" alt=\"Opening-night guests gather for a group portrait in the exhibition.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>Opening-night guests gather for a group portrait in the exhibition.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-19.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-19.avif\" alt=\"Guests pose near the stage during the Atlanta Hip-Hop 50 opening.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>Guests pose near the stage during the Atlanta Hip-Hop 50 opening.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-20.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-20.avif\" alt=\"Guests greet each other inside the exhibition during opening night.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>Guests greet each other inside the exhibition during opening night.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-22.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-22.avif\" alt=\"A speaker holds notes on the stage during the opening event.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>A speaker holds notes on the stage during the opening event.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-23.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-23.avif\" alt=\"A speaker with a microphone addresses the opening-night audience.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>A speaker with a microphone addresses the opening-night audience.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-24.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-24.avif\" alt=\"A speaker addresses the audience as guests on stage applaud.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>A speaker addresses the audience as guests on stage applaud.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-25.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-25.avif\" alt=\"Guests and a camera operator gather for an opening-night conversation.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>Guests and a camera operator gather for an opening-night conversation.<\/figcaption><\/figure><figure><a href=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-26.avif\"><img src=\"https:\/\/popupagency.com\/wp-content\/uploads\/2026\/10\/pua-atl-hip-hop-50-26.avif\" alt=\"Visitors pose by the So So Def display under purple event lighting.\" loading=\"lazy\" decoding=\"async\"><\/a><figcaption>Visitors pose by the So So Def display under purple event lighting.<\/figcaption><\/figure><\/div><\/details><section class=\"public-impact\" id=\"case-impact\"><p class=\"eyebrow\">The impact<\/p><h2>Atlanta\u2019s music history found a physical home.<\/h2><p>The exhibition connected visitors with the artists, places and creative legacy behind the city\u2019s contribution to hip-hop.<\/p><\/section><!-- deck-invitation:start --><aside class=\"public-deck-invitation\" aria-label=\"Explore more of our work\"><p><strong>Want to learn more?<\/strong> <a href=\"mailto:PopUp@popupagency.co?subject=Request%20access%20to%20the%20POPUP%20deck%20and%20case%20study%20library&amp;body=Hi%20POPUP%2C%0A%0AI%E2%80%99d%20like%20to%20request%20access%20to%20your%20deck%20and%20case%20study%20library.%0A%0AI%E2%80%99m%20interested%20in%20Atlanta%20Hip-Hop%2050%20%E2%80%94%20An%20exhibition%20at%20Underground%20Atlanta.%0A%0AName%3A%0ACompany%3A%0AWhat%20I%E2%80%99m%20exploring%3A%0A\" title=\"Request access by email\">Request access to our deck and case study library <span aria-hidden=\"true\">\u2197<\/span><\/a><\/p><p class=\"public-deck-note\">A deeper look at the strategy, execution and results behind the work.<\/p><\/aside><!-- deck-invitation:end --><section class=\"credits\"><p class=\"eyebrow\">Project credits<\/p><p>Created with Dallas Austin, Jermaine Dupri and the City of Atlanta. The opening VIP event was hosted by Atlanta Mayor Andre Dickens in 2023.<\/p><\/section><section class=\"case-context-links\"><p class=\"eyebrow\">Explore further<\/p><a href=\"https:\/\/popupagency.com\/index.php\/services\/\">Explore our experiential services \u2197<\/a><\/section><!-- public-enrichment:start --><section class=\"related\"><h2>Keep exploring.<\/h2><a href=\"https:\/\/popupagency.com\/index.php\/2026\/07\/27\/cowboy-tears-meme-museum\/\">Oliver Tree: inside the Cowboy Tears Meme Museum \u2197<\/a><\/section><!-- public-enrichment:end --><p class=\"case-context-links\"><a href=\"https:\/\/popupagency.com\/index.php\/contact\/#form\">Plan a project with POPUP \u2197<\/a><a href=\"https:\/\/popupagency.com\/index.php\/work\/\">Back to featured work \u2197<\/a><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Atlanta Hip-Hop 50 brought the city\u2019s musical legacy to Underground Atlanta through curated exhibits, memorabilia and an opening celebration, created with Dallas Austin, Jermaine Dupri and the City of Atlanta.<\/p>\n","protected":false},"author":4,"featured_media":23260,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[38],"tags":[],"class_list":["post-23256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pov-case-studies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Atlanta Hip-Hop 50: a city tells its own story | POPUP<\/title>\n<meta name=\"description\" content=\"Inside Atlanta Hip-Hop 50 at Underground Atlanta: an exhibition and opening experience created with Dallas Austin, Jermaine Dupri and POPUP.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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