VIBE.COM

VIBE.COM By: kmurphy Posted 5-4-2010 3:48 pm

Jermaine Dupri is a quote monster. Never one to mince words, the veteran music producer and label mogul has had his ups and downs during his 20-year career. But the brazen Dupri, who has fostered the careers of Kriss Kross,Xscape and Da Brat and accumulated studio time with such superstar acts asJay-Z, Usher and Mariah Carey, is a survivor. With his longtime imprint So So Def now independent and a buzz-heavy protégé Dondria making noise, we caught up with the man known as JD to discuss his thoughts on VIBE’sGreatest Hip Hop Producer of All-Time; his beef with Usher; his ex-girlfriendJanet Jackson; why he deserves more praise than the Neptunes and his outspoken views on major labels. This is Jermaine Dupri, unfiltered.

VIBE: How surprised were you when you beat out Irv Gotti in VIBE’s Greatest Hip Hop Producers of All-Time?

Jermaine Dupri: In the beginning, I didn’t pay much attention to it. I go into all this stuff thinking that niggas don’t fuck with me [laughs]. So I went into the contest like, “Ain’t nobody paying no attention to me.” You have some people who say that I helped contribute to Jay-Z’s national success when I produced “Money Ain’t A Thing.” But I have been fortunate enough to make [history-making] records such as the Da Brat being the first solo female rapper to go platinum as well being the first person Jay-Z actually made a record with from the South. People in the South say it was the beginning of them actually knowing who Jay-Z was. It’s not like I just make beats. I make movements. I can even go back to Kriss Kross as being the first kid hip-hop group that we will remember. And 10 years later, I did it again with Bow Wow. Then I ushered in the snap music era with the Dem Franchise Boyz. Things changed when you heard these records.

Do you feel like you get enough respect as a producer in hardcore hip-hop circles?

No. I’ll always get the “Oh, he’s not DJ Premier.” I can’t even get into that conversation. If I see my name with Premier, I’m already thinking I’m going to lose [laughs]. In our world, if you are super commercial going against someone who is super hip hop, a different card is played. And I expect that. I was surprised that I even beat Irv Gotti [in the VIBE Producer Tournament]. Then me and Timbaland were going head up. I just knew I was going to be out of this one fast. And I know the Dr. Dre conversations are out of the question [laughs].

“I have to ask [Usher] ‘Am I the executive producer of your next album?’ That’s disrespectful to me”

You seem unusually self-effacing about all of this.

Well, I’ve gotten past the whole, “JD doesn’t get the respect he deserves” thing. If niggas don’t pay attention to what I’ve done and how long I’ve been doing it, they will someday. But it’s kind of weird because Billboard named Mariah Carey’s “We Belong Together,” which I produced, as Song Of The Decade this year. That’s an accomplishment that no other producer had on the charts. But then Billboard names the Neptunes producers of the year? The accolades don’t even go with each other anymore. That’s why I never get my hopes up. I’m just happy to still be in the game.

There was some talk that you were going to executive produce Usher’s latest album Raymond v. Raymond. Why didn’t it happen?

Well, I didn’t really want to be executive producer of Usher’s projects afterConfession. Me as a producer, it’s kind of hard for me to go back into people’s projects when I gave you your biggest album ever…you sold more records than any other artist in this decade based on that album and now I have to ask you am I the executive producer of your next album? That seems disrespectful to me. Obviously, I’m looking at something different than everyone is looking at it whether it’s the label, the artist, management… whoever it is. I’ve had this same conversation with L.A. Reid, because I’m doing Mariah Carey’s album right now. And on her last album, I didn’t have one song on there. But I did Emancipation of Mimi and she sold more records than she sold in the last five years. What part of the game makes y’all not call me? But I’m not going to keep sticking my neck out. But I don’t feel like I’m supposed to ask to produce anymore. People are supposed to come to me and tell me that I’m the executive producer. That’s why I get more kicks working with younger artists.

Were you disappointed when the Def Jam-distributed TAG label, a place you envisioned where young artists would be able to get a shot, collapsed?

It just came down to me leaving Def Jam. It was a brilliant deal, but there were too many people trying to take the money and do different things with it. There were a lot of things happening that caused it to not go the way it was supposed to. I was invested in breaking new talent. But the label wasn’t really invested in breaking new talent. For most labels, they find it hard to break new acts. So they get a company like TAG, but spend the money on artists that’s already there. It became a tug of war situation. I’m sad that it didn’t work out.

Will you be involved in Janet Jackson’s next project?

Will you be involved in Janet Jackson’s next project?

I can tell you that she’s not working on an album. We just did the one song (“Nothing”) for the Why Did I Get Married Too soundtrack, which was released off of So So Def. Last time I heard she really didn’t want to do an album. She wanted to just do singles every once in a while. She’s looked at the marketplace—albums are not really doing what they usually do when you put all this budget out there. Janet is just trying to figure out her landscape. But the crazy part is “Nothing” is the biggest format record that I’ve ever had. It’s playing on seven different formats: gospel, AC, urban AC, urban mainstream, jazz and top 40 and rhythmic. I never had a record on a jazz station. I’m out here in LA and the biggest jazz station out here, The Wave, you know, that station when you go to hotels and you don’t know what station the radio in your room is on? This record is on that station [laughs].

How is Janet holding up?

She’s cool. She has a lot of work going on that’s keeping her in the right direction. The movie came out, which is the biggest Tyler Perry movie he has had thus far. It looks like her star power as an actress is still there. And she’s about to do the other movie (For Colored Girls Who Have Considered Suicide When the Rainbow Is Enuf) with Mariah, Kerry Washington, Whoopi Goldberg and few others. They will be shooting that in June. And then she’s performing at the Essence Festival, so she’s rehearsing for that every day.

You recently re-launched your So So Def label as an independent imprint. One of those younger artists that you mentioned is pop R&B vocalist Dondria, who you discovered on Youtube.

Right now, Dondria is my main focus. I had her for two years going back to when I was at Def Jam. When I discover a new artist, I try to figure out their niche. And while Dondria and Whitney Houston are so far apart from each other in terms of their careers, Dondria wants to be what Whitney became. I believe that that lane is opening up. Dondria doesn’t want to be Mary J. Blige. She wants to sing that big record. It took me a while to realize it and then I went into the studio one night and wrote “You’re The One.” This is my first new artist and single I’ve put out for So So Def independent. It’s a top 10 record right now and it’s a top 10 ringtone. The video even made no. 5 on 106 And Park. I’m excited to see it all happen. I’m really promoting her grassroots and making sure that everyone understands what she is about. She came to me with two million people watching her on YouTube. I had to connect both worlds.

How much of an adjustment has it been going independent?

It feels incredible. But it also makes me question what I was doing in my career before I went independent. Because now I’m really working. Niggas see me living the life and playing around. But to do this independent thing and to have it work, my life is completely different than it ever was. I’m doing everything. I do the blogging shit for real…I don’t have anyone writing it for me; I write up my own press releases so that people can get the right information about my artists. I shoot all these videos that you see on YouTube. And then I wake up every morning and do all the paper work. I’m spending my own money and talking to people I never used to talk to. It actually feels good.

Wow, sounds like a real 9 to 5…

[Laughs] I’m really working. At 16-17 years-old dealing with Columbia Records, I thought I would be doing what I’m doing now. I was working, but it was nothing like this. I rarely get two hours of sleep now. But it’s all worth it. To have Tyler Perry, a person of his caliber trust my instincts to put his soundtrack on So So Def. And then for a legend like Janet to do the same thing? I dreamed of having So So def becoming the Motown of my generation. If I can keep on doing what I’m doing, I believe that’s what I’m going to get to. I’ve proved to myself that I could put out records without the majors.

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43 Comments
  1. I really like this article. It’s kind of comforting (in a strange way) to see that like us producers who have not made it internationally, you still have to prove yourself everyday. You’re destined for greatness bro.

  2. I FEEL U ON ERRYTHANG U SAYING JD. BUT REMEMBER GOD USES THE “SMALL THINGS”/”WHAT SEEMS INSIGNIFICANT” TO CONFOUND THE WISE. NOT SAYING U ARE NOT GREAT IN THE GAME, BUT IN RESPECT TO HOW OTHERS SEE U, OR REFUSE TO GIVE U JUST DUE, BUT REMEMBER UR VALIDATION WILL COME FROM GOD, AND IT’S GOING TO BE BIGGER THAN ANY “AWARD” OR ACKNOWLEDGMENT FROM UR PEERS. THERE ARE SOME RIGHT NOW, ATTEMPTING TO DO WHAT U HAVE DONE. U START MOVEMENTS, AND WE AS LIFERS HAVE ALL SEEN THAT. THE FUNNY PART IS, THIS IS WHAT SO SO DEF IS ALL ABOUT, AND YOU HAVE GOTTEN IT BACK ON COURSE, JUST BY STARTING FROM THE BEGINNING AGAIN. AND DONDRIA WILL GET TO BENEFIT FROM THIS AS WELL AS BRANDON HINES, JOHNTA, AND JOLA, AND DA BRAT…ALL OF THEM. WHEN OTHERS HAVE SEEMINGLY ABANDON YOU, REMEMBER GOD IS IN CONTROL, AND HE KNOWS WHAT’S BEST…USHER…NO WORDS…WE ALL UNDERSTAND…(I GUESS THAT’S WHY I HAVEN’T SEEN HIM IN LTL EPISODES), NONETHELESS…WE GOT #1 HIT ON OUR HANDS (YES I SAID OURS…WE LIFERS RIGHT?..LOL) THERE IS WORK TO BE DONE, AND AS A SO SO DEF REPRESENTER…I’M READY. LEGGOOO

  3. Congratulations & continued success for all of your endeavors. Remember…put God & His son Jesus first! 🙂

  4. you have been doing this forever…they may not give you a medal..but WE ALL KNOW YOUR GREATNESS..keep giving it to us..CONGRATs anyway;-)

  5. Cute Pic JD .. aaaaah much love too. I appreciate all you do … men you really got me hype on voting for Dondria too — I jus bumped up the amount of times I have already been voting … thanks !!

  6. Excellent article! Glad to see JD getting more recognition. Even if he never gets the awards or accolades that we as fans feel he deserves, his works speaks for its self as well as his track record in the industry. Congrats JD. Lastly, JD is a site for so so def or somewhere to reach out to you? (Not on a I want to be a rap,hip hop, r&b, or any type of artist tip) but to get some info.

  7. Oh I COMPLETELY agree with you on that Usher situation JD…very nice article!

  8. This is a great article. Thank you for posting this. You are going to be around longer than any of your peers because you are the one putting in the work and you are the one who actually gets it. I have been a fan of SoSoDef since Kriss Kross and it feels like those times again for me. I’m really looking forward to hearing what you and Brat are going to give us. I’m looking forward to everything associated with SoSoDef, but especially Brat’s project. God bless SoSoDef!

  9. JD FOREVER

  10. This article is EXACTLY why I love JD! All day!

  11. wat up jd great article! u r the truth 4 real! but i got made respect 4 u! because u dont need the validaitons of the industry! u work has been cemented in history! u the hip hop rodney dangerfiled! I really respect that u went the indie route considering how the industry is! muc respect 2 u do ur thing !

  12. This is why JD is SO SO DEF!!!!!!

  13. GREAT PIC AND ARTICLE JERMAINE, THANK YOU FOR ALL THAT YOU DO AND ALSO FOR LETTING US LIFERS INTO YOUR WORLD.KEEP ON DOING WHAT YOU ARE DOING.(COME THIS FAR FIND NO FAULT,FEEL LIKE GOING ON) YOU GO BOY!!!!!

  14. ITS JD! SO ITS ALL GOOD! HEY JD!

  15. Yoooo its sooo true, you dont get the credit you deserver. I notice it when I have casual convo with peeps. Jus know that you have true music lovers going to Bat for ya! knock it out the park JD …..its SO SO DEF !!!!

    follow the kid: @PhoenixGoDJ

    check my me out on radio on 97.3 Kiss FM…My blog: http://www.973kissfm.com

  16. Great artical JD, and we all know your the best out there, time and time you’ve proven that.. but some people don’t like to recognize greatness when it’s right in front of them.. and I really wish you would do more interviews, I really love to hear what you have to say
    have a good one!

  17. I really like this article. It’s so much to learn about the music industry. I like what you said about being independent now but I think So So Def would be considered a mini major back in the day. You got mad connections JD. I would really appreciate if you could break down what it cost to break a record nationally now of days. I remember back in the 90s, MTV did a special on the record business. They said it took about 1.2 million to break an artist nationally. That’s producing the album, radio promotion, producing the video, getting the video on MTV, BET, VH1 and other promotional stuff. You had to worry about distribution back then but you can do that for $20 now through Tunecore.

    Radio and Tv promotion and tour support seem to be the only thing the majors can do for you now. I don’t know how long those two mediums will give the air of “legitimacy” to an artist in the future. Lady Gaga Bad Romance video got like 32 million views on YT in like 3 days when it was released. Would it had matter if MTV, VH1, or any other cable station hadn’t played it at all? Will radio matter when these streaming services take off with all these 3G/4G phones out there in the next couple of years? Why listen to the countdown when you can have your own playlist streamed to your iPhone/iPad.

    Industry people really need to be thinking about how they are going to break new music in the next 5 years. I not sure enough people are thinking about it.

    Debonair

  18. Great article. I come from a family of hustlers and I see how hard you work (and play). Nothing comes easy and you work all avenues to make things happen, I love it. You really are an inspiration. Like you said, eventually people will have to pay attention to what you’ve been doing because you are developing the blueprint for how to be successful in the industry in the coming years. And with the new arists you have coming up, it looks like this will be a great year for So So Def.

  19. I been MIA for a little while, so I’m on Global14 catching up.
    I like this piece from VIBE!
    JD you’re inspiring.

  20. Great article. What’s good Jermaine, I think that your work through the years has been impeccable. I’ve notice that people have overlooked some of your accomplishments. I don’t have to tell you this but from one producer to the other, just keep doing what you do, your track record speaks for itself, and the way that your making movements, the future of music will be ushered in by visionaries like you. Hope one day to get to work with you on a project.

    Teddy Bishop

  21. nobody do it like JD do it

  22. Im witchu bro. Im only 20 and to be honest, the 1st Record that made me a fan(I mean, when I started paing attention to who’s a part of actually making the music) was”Money Ain’t Thang” then “Ballin’ Outta Control”. After that I realized that you were the one that made “B Side”, I think it’s called “Jump Jump” and all of the Records that I loved, before I gained interest in who makes the music. Bottom Line? Im a fan bro, have been for a while. I don’t know of a failure that you’ve ever had. Be it with a Song, Album, or Artist. All the Ladies love Bow Wow, and even some of us dudes still listen to JE Heartbreak. Now, you’ve got Dondria, been had Johnta(and Im still playing “The One That Got Away” and “Turn it Up”. PLEASE keep doing ya thing bro. God Bless You man.
    OH YEAH, I wrote this a while ago before but, watch bro…Im a young serious Golfer and Im about to Turn Pro. Don’t be suprised if i hit you up when I get bigand visit the ATL.lol. Real Talk though.
    God Bless you bro

    SDoTT, LTL

  23. Good read bro, Im with you on this!! keep pushing forward… Peace

  24. loved this article, loved your honesty and commitment JD,keep doing what you do-thats why we love you!

    oh yeah,love the photo too 😉 lol

  25. @ JD…
    GET’MA JD….Y’ALL KNOW WHAT THIS IS!!!!!! THAT’S, THAT OCEAN ISH…

  26. Great interview – you have accomplished alot and you will accomplish much more because you are not afraid to put in the hard work that is needed. Keep doing what you do – the LIFERS definitely appreciate it. I wish you continued success.

  27. Damn you were honest that was deep but, I got to say before I started to read the part when they asked you about usher right bufore that it had that quote and I said damn he cocky but then I understood what you were saying once I read on. So, keep doing you and believe. Best of luck, and cograts on your success! Continue

    SO SO DEF!!!!! 2010 #BIEM

  28. YO JD
    I AM REALLY SAD ABOUT WHAT I JUST READ!!!! I CANT BELIEVE IT!

    The thing with usher is just horrible. Now I do unterstand why you dont post nothing about him and he isnt in the LTL episodes any more… =(
    Let me just explain to you how I see this:
    You are the greatest producer in R&B, there is no one who can do this better and if someone wants a hit, he gotta come to you. Usher is the greatest R&B artist and I dont think that anyone will ever be better than him(same thing with you). Maybe there is Omarion who can better dance, or Mariah, who has a better voice… but as a complete artist there is Usher THE BEST, and you are THE BEST producer. And now this??? The both best sides of RnB are not willed to do an album together…? WTF? if this is true, I can understand why music business is soo fucked up. I am speechless….

    I read your book and know that you have learnt that artist aint so loyal and went away from SSD like BowWow or others, so you are used to this stuff….

    And this statement: “and now I have to ask you am I the executive producer of your next album? That seems disrespectful to me.”
    I know you made Ush successful back in 1997, but Usher changed… he is the hottest artist of the decade, no2 artist behind eminem, no2 song, no2 album… i am not saying that you are not part of ushs success, but you are just a part, there is much more about an artist.
    So now look at this, must the best artist come to the best producer, or must the best producer come to the artist. For me there must be a middle way, but history has proved that you ve been successful, when you came to the artist, like KrissKross or Dondria….

    This might be a complexe situation and a lot more behind, but USHER AND YOU HAVE TO COME BACK TOGETHER!!!! You gotta work it out, you both have to show strengh with jumpin over your shades and be the best again.
    If you two wont do that… this is a big part for me why music business is goin down!!!!

    HOLA JD

    ps. i am waitin for johnta album(last record ima buy this year)

  29. Incredible interview, stay u cause nothing else will ever do!!! I for one totally appreciate your honesty & straight forward approach. It is a rare combination & one that continues to radiate from within u… I want to take this time to congratulate u on the numerous things u do & to express much love & respect!!! Awesome pic, thanks for posting this article & the photo.

  30. Great interview… I always considered 2 Short to be from the south, and he did a song with JZ first but who knows….

    If JD was from NY he would be 3 times bigger because NY is the media capitol of the world. Things that happen locally in NY are instantly national. You would think with all the music coming from the south, the landscape would change but then again,,,,, The south wanted McCain to be president. 🙁

    2 hours of Sleep a day huh? Check this out, My birthday is May 13rh. I need to shadow you for one day to see what I need to be doing…. On May 13th, I’ll be at southside!!!!

    SPOCK

  31. great article. Very motivational.

  32. Yo JD you are the best! and you might not get the credit you deserve, but the charts speak for it self. Everything you touch blows up.

    Think about Dondria, no disrespect towards her. but how many other artist like her have the success she has right now? there was something special about her and you saw it. you took the skills she already had and made them better. her single is in the top 10! thats big for someone who doesnt have a “major” label backing them. that alone speaks volumes of you and what you do.

    on that note, it upsets me about the Usher thing and i know most of us true lifers have wondered what has happened with him since we dont hear about him or see him on LTL anymore but i think this kinda explains it. I can see exactly why it seems disrespectful to you, because it is. I guess thats the part i wouldnt know about an artist. it just seems like to me. if i worked with you and had the success i had with confessions. i would have already been planned the next album with you before the first weeks sales. but maybe thats just me. like the old sayin goes. if it aint broke dont fix it. that can be said about success too.

    hopefully thigns can be worked out. you and usher together cant be stopped.

    thats just my 2 cents

    Nasty

  33. I just knew there was an issue with Usher.
    The day his album came out, and you didn’t tweet for people to go and buy it, my fears were solidified.

    I will agree that he has been a tad bit ungrateful.
    I was really shocked when I saw the “Raymond to Raymond” album listing, and it only featured one song done by you and B. Cox. Considering how you guys had constantly being in Vegas working with him, there should have been numerous tracks produced by you.

    I expected more from Usher, but, on the other-hand, what really do you expect from a man who fired his own mother because of a woman?
    The mother that gave birth to him and managed his career from nothing to its peak?

    P.S.
    I love you honesty in this interview.
    I particularly love how you still know so much about Janet, and can answer a question about her like she would answer it herself.

  34. JD i think your being petty, Mariah didn’t use you for her last album but your still working with her so whats the problem?? You’re not conjoined just because you two have chemistry..

  35. I think you’re way too dependent on your successful collaborators. Yes, you, Mariah and Usher had great success together but you shouldn’t feel that way when they venture to work with other producers. A good producer is always open to change. Now you and Janet? Lets be real. Y’all may have had that great chemistry in the bedroom but when it comes to the lab…. No.

    I also don’t think releasing singles and not albums is a bad idea for Janet. She was never a single artist.

    Just my 2 cents…

    but I wouldn’t be surprised if you deleted my comment 😉

  36. I meant –

    I also think releasing….

  37. @Jane Doe

    I think the point the man was tryna make is that he shouldnt have to go to artist and ask to be their Ex Producer especially when those artist have had their biggest hits under JD. I dont think its a matter of who they work with. its more about the lack of respect he gets for his hard work.

    Mariah didnt use JD for her last album yes, but im sure after that last album SHE went back to JD. Just like after Confessions, Usher should have gone back to JD.

  38. Yo JD you are a genius! Usher and his last 2 Cd’s GARBAGE!!!!!!!!

    And Old ASS L.A Reid GARBAGE!!!!!!!!! It’s only a matter of time for him!

    R.I.P Shakir Stewart A.K.A Shake

  39. This is the pettiest interview I have ever read. You come off as an insecure artist who constantly needs validation by getting your ego stroked. You mentioned you were Billboard’s Decade’s Best Producer for creating Hot 100 singles or what have you, take your recognition where it comes and be happy for that. Why sit there and wonder why The Neptunes got Producers of the Decade? In the words of Tamala Jones in Chris Rock’s movie, RUN YOUR OWN RACE and be HAPPY for your fellow friends and such in the industry. Do you have a Napoleon Complex or something?

    ‘I feel as if people should be knocking on my door to work with me’. The reality of the situation is that in this industry, you are only as good as your latest effort and your latest efforts were Janet’s albums which both failed horribly on the charts. There is some reality roundhouse kicks to the face. Get over yourself. Yes, you are good. You have the awards and accolades to showcase that so stop worrying about everyone else kissing your ass and remain HUMBLE.

    As for Usher and Mariah, you started the quote off saying: ‘I don’t really wanna executive produce an artist’s album after I ‘gave’ you your biggest album to date. So with that said, why should he have to call you? You didn’t want to produce it anyway so what’s up with your whining now?! And “gave” him his album? LOL, last time I checked he wrote on his album too, he also sang. This is like Dame Dash stating that he “made” Jay-Z. Also, it is NORMAL for artists to want to branch out & try something new to evolve. If they didn’t, everyone would be complaining their music sounds alike. Why sit there salty and talk about your supposed FRIENDS for doing that? When both of MC and Usher’s last efforts weren’t as successful, where were you voicing these things then? I remember on this very blog you stated you had “nothing to do with those projects” and absolved yourself of all responsibility. You didn’t defend the albums, state you thought they were good, or anything. Your biggest concern was showcasing that.. hey, I didn’t do that. At the end of the day, it is THEIR namesake on the final project — not yours, so let them do what they do and be supportive of your FRIENDS for wanting to try new things.

    Dude, you sound like Quincy Jones throwing salt on Michael Jackson for wanting to work with Teddy and Rodney. Pharrell Williams/Chad Hugo helped Usher get a Grammy for U Don’t Have to Call.. worked with Usher on this album, the last album, AND during Confessions… and very very few if any of those tracks ever saw the light of day. You don’t see him going around yelling about being ‘disrespected’. Three words for you: GET OVER YOURSELF.

    That is all.

  40. I rarely comment on here but I had to say I CO SIGN about Usher and MC. Confessions is a classic as well as Ushers other OLD stuff this new Usher is for the birds. My sister is a HUGE MC STAN so she likes anything she does me on the other hand LOVED Emancipation of Mimi but the last two cds NOT so much. I LOVE MCs old stuff (always be my baby, breakdown just to name a few). So if it aint broke dont fix it. Janet vibes best with Jimmy and Terry it is what it is. Some ppl are musical soulmates if you will lol

  41. Ever good interview straight and to the point you got out what you wanted to say in a very respectful manner, well done!

  42. Hi JD! I’m such a huge fan of yours. Though I’m only 19 I have followed you for a very long time. I have a strong passion for music, I begun writing (lyrically) when I was 12. But as I got older and I paid more attention to the image of artists today. Then I realize what I really wanted to do. The more and more I listen to music, and did my research it dawned on me that I wanted to be an A&R. Furthermore, my question is how do one break into the music industry and become an A&R?

  43. I’m starting to experience a little of what you’re experiencing now, and I have to say I’m happy for you. Keep putting in that work and doing what you love because you’re right: it IS worth it. Everyone will have no choice but to see the passion and energy put into what you do. Be breezy,

    – Notelli Out.

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