Joe Budden - Pump It Up

What this video is

Released March 24, 2003, 'Pump It Up' arrived during the peak of early-2000s East Coast hip-hop's commercial crossover moment — the same season as 50 Cent's 'Get Rich or Die Tryin'.' Built on a Just Blaze beat originally passed over by Jay-Z, Beanie Sigel, and Freeway, the track became ubiquitous through its placement on the 2 Fast 2 Furious soundtrack, which sold over 370,000 copies in its first week. The video's…

Why it matters

Represents the late Just Blaze/Def Jam sound — soulful breakbeat-driven production (sampling Kool & the Gang and James Brown) fused with club-ready rap energy. The song peaked at No. 38 on the Billboard Hot 100 and No. 10 on Hot Rap Songs, earned a Grammy nomination for Best Male Rap Solo…

The director

American music video director born in Brooklyn, raised in New Jersey. Studied sound engineering at CMA New York before transitioning to directing under the mentorship of his uncle, Hype Williams, serving as second-unit director for approximately two years.…