A home base for young Atlanta creatives and students: where the city came from, what is on, and how to eat well on nothing.
Atlanta didn’t wait for permission. It built the studios, the labels, and the schools itself, and the world followed the sound.
If you’re making something here, you’re standing on deep ground. Atlanta became a creative capital for one reason: the people who came up here built their own institutions instead of leaving for New York or LA. Basement studios became labels. Black colleges became a pipeline. A line in the tax code became Y’allywood.
The world's pop music speaks with an Atlanta accent. LaFace Records opened here in 1989 and turned the city into the new Motown. Out of a basement in East Point, the Dungeon Family gave us OutKast and Goodie Mob. Jermaine Dupri's So So Def followed in 1993. Then trap was born here, T.I.'s Trap Muzik named it in 2003, and the city has set the tempo for hip-hop ever since.
They call it Y'allywood, and the numbers earned the name. A 2008 tax credit lit the fuse, and film and TV now spend billions in Georgia every year. Tyler Perry bought a former army base and built the first major studio solely owned by a Black filmmaker. The Walking Dead, the Marvel films, Stranger Things, and Donald Glover's Atlanta all shot in these neighborhoods.
The culture has a campus and a canvas. The Atlanta University Center, the largest group of private HBCUs in the world, has been the engine of the city's Black creative leadership since 1929. SCAD Atlanta and the High feed the design and gallery world. The BeltLine turned an old rail line into the country's biggest outdoor show, and Living Walls has put 500-plus murals on the city.
You’re not coming up on the edge of anything. You’re coming up at the center.
We are an Atlanta studio, so we cover our city's biggest stages. This summer the whole world arrives: the FIFA World Cup 26™ comes to Mercedes-Benz Stadium.
A digital muse feeds the maker, too.
Easy recipes from the cultures we work with, built for creatives short on time and money. Real food, few ingredients, done before your render finishes.
Chef of the volume: Andi, Atlanta. ROV's founder. Cooks the way he edits: fast, few ingredients, nothing wasted.