This is the moment rap got gritty again. No shiny suits. No more Cristal popping. No fly honeys. Shot in NYC's infamous and legendary nightclub, The Tunnel, Irv Gotti saw DMX as a return of cruddy, low-down, dirty hip-hop and gave the song a video to match. There's live performance footage filtered with a visually stunning black and white color scheme. DMX brought an epic amount of new, rawer bravado to the set, and the descent of the jiggy era began in one fell swoop.