In a recent interview with Billboard, Jermaine Dupri discuss the future of So So Def Records and his watch collection Nu Pop Movement.

So So Def is independent now. The brand is worldwide and for the things I want to do and the places I want to take my artists, I don’t have to have major-label backing anymore. Right now I want to help introduce my first female artist in a long time: Dondria. I found her on YouTube and on Nov. 23 I’m putting her first single out titled “You’re the One.” I’m very excited about her project. We also have [producer/songwriter] Johnta Austin’s album coming soon after.

I have a new watch, Nu Pop Movement, available now. I started this company with Pascal Mouawad and it’s inspired by pop music. Mouawad came to me with the idea. He already had a luxury line of watches with diamonds, and although people always used to think of me as the flashy money guy, I felt like I wanted to do something else. So, we’re starting with a digital watch with a big face and loud colors that runs for about $150. It’s in the same neighborhood of G-Shock and Swatch watches.

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