JACKSONVILLE, Fla. – DJ Bigga Rankin, widely regarded as a godfather of southern hip-hop, is marking 30 years in the music industry while preparing to scale back touring and focus on family and new projects.

This story was condensed for brevity. Press play to watch the full interview with Bigga below.

Bigga, the A&R at Think It’s a Game Records and vice president of the Hittmenn DJs, has been a fixture in hip-hop since its early days — from parties in the South Bronx to mixtapes and major tours. He helped ignite the careers of popular southern rappers like Plies, Rick Ross, T.I., Jeezy, Yo Gotti, B.o.B. and Gucci Mane, and is working on a documentary about his life and career.

“I love it,” Bigga said. “You’ve got to have love for something because anything you do and you didn’t get paid for it the next day, you get up early in the morning and go back and do it. That’s passion.”

Jacksonville Roots: Growing the local hip-hop scene

Bigga opened the nightclub Cool Runnings in Jacksonville with his brother in 1990. The club grew to national notoriety and helped put Jacksonville on the hip-hop map, he said.

“Duval is one of the best party cities in the world,” Bigga said. “When I step into Duval and grab a microphone, everything changes.”

He even claimed that he was one of the first people to yell DUUUUUVAL.

“I yelled Duval for so long back when it really meant something,” he said while laughing. “I ain’t getting no check.”

Bigga has deep roots in Jacksonville from WJBT The Beat’s Come Together Day concert with artists like Rick Ross, David Banner, local DJs and more.

Bigga held the Diamond Awards on June 13, an event he produced for nearly two decades that showcased local and regional talent and raised the profile of Jacksonville’s music scene.

“I did it for 18, 19 years,” he said. “That crew that I built put in that award show — it was so rough because everybody wanted to be nominated. And they also want to win.”

He said the show featured artists including J Baby, Breezy, Kingpin and Al.

Bigga praised Ciara, a family friend who has worked with him for a long time, for keeping the event running.

“No matter what, you can call her three in the morning. She’ll answer, talk to you, get you back,” he said.

The awards, he said, were meant to celebrate the scene and give recognition to artists who otherwise might be overlooked.

“Sometimes it’s good to be nominated,” Bigga said. “If you can’t win, that doesn’t mean it’s rigged. So, you know, but it did good for the city.”

Experiencing success at a cost

Even as he celebrates three decades in music, Bigga said the career has come with personal costs. He said he often missed early family milestones because of travel.

“I miss [things] and I always shed a tear when I talk about it,” he said. “I’m just thinking about my kids and their first word. It’s a moment that I missed because I’m not there. I’m on the road traveling.”

Bigga also described serious health struggles in recent years.

“I had COVID. I was in there for a while at the hospital,” he said. “And then I lost my kidney. So I do dialysis three times a week now.” Despite that, he said, “I’m still on the road doing my shows. It’s God.”

Faith and family, he said, have kept him grounded.

“Without God, we have been nothing,” Bigga said. “You’ve got to have God in your life to really live a beautiful life.”

Passing the rap game to the next generation

Bigga praised the current generation of artists and the ways the internet has reshaped promotion, but he urged young performers to learn the business.

“When you get up in the morning, first thing you do, get on YouTube, read about split sheets, read about points, read about publishing,” he said. “So when you get in a room and somebody asks a question, you don’t look like a dummy.”

He also said it’s important to have a balance between hustle and humility.

“If you know everything, you don’t need nobody,” he said. “All they need to do is take their time and listen.”

Bigga reflected on long creative partnerships, singling out rapper YFN Lucci for helping him early in his solo ventures. Bigga was on stage with Lucci on March 21 for his 30th anniversary celebration concert.

“Lucci was the first artist who really put out my intro. We shot the video, get my BMI, get my royalty,” he said. “Every three months you get the BMI check — pays the bills sometimes, [It] makes you shed tears.”

He said that he and Lucci instantly clicked when they first met.

“I broke a lot of artists, but I didn’t stay with a lot of artists,” Bigga said. “Me and Lucci just been together for so long, Love is key.”

Bigga’s next chapter

As he prepares to slow down, Bigga said he plans to help a few more artists, do some management and spend more time with his grandchildren.

“I want to have fun. I want to just be with the grandkids and hang out with them,” he said. “Live life. That’s not always work and travel for work.”

His best friend Jay Baby has a son who is a rapper too.

“I told him, I promised I’m going to help him because Jay helped me,” Bigga said.

He said he hopes to spend the next chapter of his life giving back.

“I used to do a lot, especially with back-to-school drives and buying book bags,” he said. “That’s something I would love to do way more now that I’m getting to my retirement.”

Whether he’s on stage, running an award show or mentoring an independent artist, Bigga said one thing keeps him going: the music.

“There’s a song when you’re born. There’s a song when you get married. There’s even a song when you divorce,” he said. “Life is music. Music soothes the savage beast. Music just makes you happy.”