In the early 2000s, it was hard to avoid rapper Ja Rule. The New York City native delivered hits such as “6 Feet Underground” and “I Cry.” Now, the rapper is re-releasing his whole discography through the power of new music videos.
A New Approach On Old Tunes
On Twitter, Ja Rule made the surprise announcement to his fans. “I will be rereleasing ALL of my albums as visual albums… I will be making a video for every song I’ve ever made,” he tweeted. Some fans brought up memories of listening to the rapper in school. “I still listen to Venni Vetti Vecci. That was hands down my favorite albums. When it came out, I was in high school, and you and 50 were fighting, and I got lots of arguments defending why I thought you were the best. And I won most of those arguments,” Twitter user BCarterSD said.
As expected, some fans think this is nothing more than a cash grab. “That’s a lot and considering it’s old music…ever thought of making something new to keep your music on rotation than investing on antiques? I mean, why new music videos for old tracks?,” Twitter user Qhwaty asked. Ja Rule took note of their comment and tweeted, “Music is timeless… my new album 12.Twelve.XII comes out dec. 12th.”
Not much is known about Ja Rule’s aforementioned studio album Twelve. Fans are still waiting on his previously announced collaboration album with Ashanti. “We have some shows together. He’s definitely gonna be working on stuff, and we’re gonna be doing some stuff together as well. We’re still on the path to dropping a joint album. I think that should be kind of cool, too,” Ashanti told People. In 2016, the pair joined forces on “Helpless” from The Hamilton Mixtape. The two have been touring together since the summer of 2016.
Livin’ It Up
Ja Rule burst onto the scene with 1999’s Venni Vetti Vecci, which includes the hit “Holla Holla.” The rapper followed it up with 2000’s Rule 3:36 and 2001’s Pain Is Love, which both debuted at number one. The aforementioned Pain Is Love brought Ja Rule his first number-one single with “Always On Time.” This song introduced the world to Ashanti, who would collaborate with Ja Rule on numerous songs.
Following the 2005 greatest hits compilation Exodus, Ja Rule stepped away from music to focus on other endeavors. Before Exodus, the rapper unveiled a clothing line with producer Irv Gotti called ErvinGeoffrey. Around that time, Ja Rule also started acting in films such as Assault on Precinct 13 and Back in the Day.
In 2009, Ja Rule released The Mirror mixtape. Unlike most hip hop on the radio at the time, The Mirror was filled with positive tunes. “The whole industry is so focused on beefin’ with each other – it’s like the WWF of rap right now. I’m stepping out of the arena. I don’t want to be a wrestlin’ rapper. Somebody’s got to come in and make it positive. You have to make records that make people feel like having a good time,” he told SOHH. In 2012, the rapper released Pain Is Love 2, which was his first studio album in eight years.
How Could This End?
Ja Rule’s music video project seems like a tall task. Fortunately, songs that already have music videos won’t make the cut. This means about 40 music videos will be filmed with the rapper paying for everything. There’s also the issue of its release. Could a music streaming service like Tidal or Apple Music get exclusive streaming rights? Could Ja Rule attempt to hand it off to Netflix or Amazon Video? Fans will be keeping their eyes peeled on any updates surrounding these visual albums.
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