DMX - What They Really Want ft. Sisqo

What this video is

Released in 2000 as the third single from DMX's platinum album ...And Then There Was X (1999), 'What They Really Want' represents a defining moment of late-90s hip-hop and R&B crossover culture. DMX was at the apex of his commercial dominance, having released two number-one albums in a single year (1998–1999). The collaboration with Sisqó — simultaneously conquering pop charts with 'Thong Song' — epitomized the…

Why it matters

A landmark late-90s hip-hop/R&B crossover artifact, demonstrating how hardcore rap artists like DMX strategically incorporated melodic R&B hooks via Sisqó to achieve pop crossover without compromising street credibility. The dual-video strategy (explicit and clean) reflects the commercial…

The director

American music video director and NYU Tisch School of the Arts graduate. Founded Rockhard Films in New York in the mid-1990s, initially focused on hip-hop. Has directed over 200 videos for artists including Katy Perry, Jay-Z, Red Hot Chili Peppers, Britney…