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.
A new Ruff Ryders album is slated for a 2010 release. That’ll be nice.
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