DMX - Ruff Ryders' Anthem

What this video is

Released May 5, 1998, during a vacuum of East Coast rap leadership following the deaths of 2Pac and Notorious B.I.G., 'Ruff Ryders' Anthem' served as a coronation for DMX and a rallying cry for the Ruff Ryders collective. The video visualized a tight-knit street crew ethos — loyalty, physical dominance, and borough pride — while introducing a motorcycle/ATV subculture that would inspire a generation of sport-bike…

Why it matters

A landmark text in hardcore hip-hop visual culture, 'Ruff Ryders' Anthem' codified the late-1990s New York street rap video formula: outdoor location shooting, large crew presence, minimal narrative, and performance-dominant editing. It launched the Ruff Ryders Entertainment visual brand and…

The director

J. Jesses Smith is a music video director known for his work in late-1990s hip-hop. He directed DMX's earliest music videos, including 'Get at Me Dog' and 'Ruff Ryders' Anthem' (1998), playing a pivotal role in establishing DMX's iconic visual identity…