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May 27 2008
Jermaine Dupri sips red rum

What’s a Phatfffat? Jermaine Dupri Discusses the Thirsty Method

In his latest blog at The Huffington Post, Jermaine Dupri talks about the music industry needing to remix the way major labels market artists. Dubbing it The Thirsty Method (the only reason I used that picture), JD thinks artist’s sites should be more like blogs, the internet should get more focus than Vibe and BET.. “the digital space is way more powerful than outlets like print and television.”.., and no more of this letting an artist cool off and then wondering why they flop.. “When a person is thirsty, you don’t give him water two weeks after the thirst hits.. These days in music, when something’s hot you have to seize the moment, or it’s over. It’s all happening at warp speed, and it’s our job as label executives to keep up.”

Dondria Nicole aka Phatfffat

He talked about a YouTube artist he was put on to called Phatfffat. Supposedly a huge sensation, with a ton of fans. JD initially blew it off, but decided to check her out anyway.

What he saw brought him back to the days of seeing Bow Wow and Da Brat for the first time - he felt the magic.
Most convincing was how positively engaged her fans were. Jermaine Dupri signed Phatfffat to SoSo Def and in keeping with the thirsty concept the album is coming out on July 29.

He is posting some of the studio sessions and keeping every one of her ‘friends’ involved with the album’s progress. He even let them decide if her artist name should be.. Phatfffatt or Dondria (her real name.)

Phatfffat wanted Dondria. She didn’t want the years to fly by and suddenly she’s a 70-year-old grandma nicknamed Phatfffat. Her fans chose Dondria too, but that Phatfffat is gonna stick.

If you are into the inner workings of artist development, it’s an interesting post. Quenching the Thirst: Giving the Fans What They Want, When They Want It

On Memorial Day, Jermaine Dupri responded to comments about that.

The first thing he asks is.. Did you listen to her?

So.. here is one of Dondria’s videos.

“Love is You” by Chrisette Michelle

Honestly.. I don’t hear anything outstanding. I’m pretty sure I can dig up a few videos within the hour that sound better (don’t let me grab my Andreena Mill

< smile ) But if you click through her other videos,

I think he sees her personality as a major plus.

Impressed or not.. here she gets the SoSo Def chain and ditches the cover songs for an original.

Ok, that’s it..  til the single drops. I really want to see how this develops.


☼ What's Your Opinion? ☼

1 CrazyKreepy Wed, May 28, 2008 - 4:59 pm

What up whudat?

I read the post, and I’d have to agree with you that her personality is a major part of her appeal, BUT check this video out and then tell me she’s not a grade A singer:

http://www.youtube.com/watch?v=ln1rmp85r2o

I think JD is tapping into something big with his “thirst method” approach, but he needs to be careful how they market her. If they put her out there as a youtube gimmick then nobody’s buying it except the supporters she already has.

2 Chris G. Wed, May 28, 2008 - 8:26 pm

She can definitely sing.

Jermaine was also drawn to the positive comments and 100k+ views her videos get.
He said he has never seen that type of built-in audience before.

That’s where the thirst comes in. Initially he may not even be concerned if anyone knows her outside of the net. According to his calculations, if 10% of her YouTube fans buy the album, it’ll be a success.

How that will translate into concerts and more - that’s where it gets interesting.

3 bridgit Tue, Jun 03, 2008 - 2:55 pm

oh phatfffat she’s a star, she’ll make it happen

4 courtney Tue, Jun 10, 2008 - 3:29 pm

I am a close friend of Dondria living in Sachse TX. NO the whole youtube thing is not a gimmick. She has always wanted to do this. From singing in church to doing talent shows at school, and majoring in music education. I am so thankful that JD has given her the opportunity to show the world what she is capable of. Please support her and pick up her album nationwide on July 29.

God bless!!

5 Tracee Sat, Jun 14, 2008 - 7:18 am

Yes please support her and go get the album July 29th! She has been singing since we were 11 and I know this is for sure her passion! She is down to earth and keeps GOD first!

6 bridgit Mon, Jun 16, 2008 - 2:12 pm

I been following this girl for a while, and she does her thang. I truly believe she will be a huge success. A rising star!!!

7 Valentinka Thu, Jul 24, 2008 - 6:57 am

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