L.O.X., Drag-On, Eve - Ryde Or Die, Chick

What this video is

Released in 2000 as a single from The LOX's album We Are the Streets, their debut on Ruff Ryders Entertainment after a high-profile split from Bad Boy Records. The video captures a pivotal moment: three Yonkers MCs (Jadakiss, Styles P, Sheek Louch) asserting street credibility alongside Ruff Ryders labelmates Drag-On and Eve — the latter already an emerging star in her own right — over a Timbaland-produced track…

Why it matters

Exemplifies the Ruff Ryders collective sound at its apex: East Coast street rap undergirded by Timbaland's cross-regional production, uniting multiple marquee artists in a posse cut format that was central to late-1990s and early-2000s hip-hop video grammar. The track also signals Eve's rise as a…

The director

Timothy Kevin Story (born March 13, 1970, Los Angeles, CA) graduated from USC School of Cinematic Arts in 1991. After two self-financed indie features sent him into debt, he pivoted to directing music videos for acts including *NSYNC, K-Ci & JoJo, R. Kelly,…