Zandria F. Robinson: OutKast Reunion Tour: After Twenty Years, the South Still Got Something to Say

I grew up watching OutKast videos on the now-defunct Video Jukebox Network, affectionately known as “The Box.” Although OutKast received some play on MTV and BET in the early 1990s, it was on The Box, which featured a range of underground southern hip-hop artists, where I could be sure to see André “André 3000” Benjamin, Antwan “Big Boi” Patton, and other southern rappers in regular rotation. Although initially record labels largely ignored southern artists, through homegrown ingenuity, southern rappers soon emerged as a formidable force in the global music industry. By 2005, top spots on music charts were regularly held by southern hip-hop artists, southern R&B singers, or hits produced by southern artists. As Memphis rapper Project Pat noted in 2006: “Now y’all was thinkin’ Dirty South was like, ‘hee-haw, hee-haw’/Is you worth over a hundred mil? We are, we are.” Indeed, the South had something to say.