The video’s concept, overseen by Ruff Ryders co-founder and CEO Joaquin “Waah” Dean, pays homage to the collective street spirit the Ruff Ryders pioneered in the late 1990s.
The video was shot in different locations, with DMX and Swizz on set in Arizona due to ‘X’s current travel restrictions, and the rest of the crew filmed in New York City.
Ruff Ryders, a record label and management company created by Waah, his brother Dee and their sister Chivon, evolved over the years from a successful artist breeding ground to a fully-fledged movement that includes national bike chapters plus an ultimate fighting division called “Built 4 War”. A new Ruff Ryders album is set to drop in 2010, with individual artist projects also slated for release in the coming year.
