The run Rocafella Records had in the early 2000’s was something to bear witness to. These days, with an evolving music industry landscape, it’s hard to achieve the heights the Roc Boys achieved back in those times. I think the closest comparison now, would be TDE, and in my opinion, even that is a stretch. The star power of Jay-Z alone, with in house production from Just Blaze and Kanye West, is just incredibly hard to achieve, and it’s certainly almost impossible to top.
One of the stand out records from that era of Rocafella Records, is the great posse cut, “What We Do.” Freeway, Jay-Z and Beanie Sigel completely destroyed some classic Just Blaze production, I would go as far as saying this is a top 5 song in the Rocafella Records catalog. The production for this track is one of those beats that makes you feel like you can spit a hot 16, even if you have never picked up a microphone in your life. Jay-Z was at his peak powers, so that is very telling how lyrical and dynamic both Freeway and Beanie Sigel are for them to come at a level that would let their boss not outshine them.
The video for this song, also, exemplifies what the New York/East Coast rap scene was like too at the time; raw, gritty and soulful. Boy have times changed, it’s great we get to revisit records like these, this is certainly what you would call timeless music. #YaDig Check out the official video for “What We Do” below. How do you think this song ranks in the annals of not only Rocafella history, but Hip Hop history in general? Comment below!