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How does Juicy J continue to reinvent himself and stay relevant?
Music

Who is Juicy J? Ask a Top 40-loving tween and you’ll be told to turn up, while hearing about Miley Cyrus and last week’s twerking scholarship. Ask a bar mitzvah DJ 10 years ago and you’ll hear about the rapper’s Academy Award, “Poppin’ My Collar,” and “Stay Fly.” Ask a Memphian 20 years ago and you’ll hear about the Kings of Memphis Underground, “Smoked Out Loced Out,” and beef with Bone Thugs. Throughout his three major career changes, Juicy J has mastered his audience and maintained relevancy. While the consumers of Juicy J’s music change every 10 years, he has never relinquished artistic integrity. Since 1990, he has repped South Memphis and stayed high. No other rapper has changed so frequently and achieved such success, while maintaining credibility (Mase tried). More