If the company
you keep is any indication of your own merit, then Def Jam’s latest rap
phenomenon, Ja Rule is destined for greatness. Juggling roles within DMX’s
Ruff Ryder camp and Jay-Z’s Roc-a-fella imprint, the 21-year old native of
Hollis, Queens has been responsible for some of today’s hottest hip hop
verses. Ja’s distinctive gravel-stone voice and fiery presence have blessed
projects that include: "Murdergram" a single on the Streets is
Watching Soundtrack; Jay-Z’s "Can I Get A…;" and "Gangsta
Shit" from DJ Clue’s The Professional. Importantly, with the highly
anticipated release of his debut album Venni, Vetti, Vecci (Latin for "He
Came, he saw, he conquered"), Ja Rule establishes his place as a force to
be reckoned with in today’s competitive environment.
Rhyming from the age of
16, Ja (taken from his initials Jeff Atkins) made his first vocal appearance on
Mic Geronimo’s 1995’s "Time To Build," the B-side to Mic
Geronimo’s "Masta I.C." The track’s producer and fellow Hollis,
Queens neighbor, Irv Gotti heard of Ja rule from around the way and immediately
enlisted his services. Building from the strength of his debut appearance, Ja
and two friends, collectively known as "The Cash Money Click" signed
an album deal with Blunt/TVT Records. Their first and only single, ‘95’s
"Get The Fortune," b/w "For My Click" saw rotation on New
York’s Hot 97. After a great first effort, longtime friend Irv Gotti, Ja
secured a meeting with Def Jam president, Lyor Cohen. In a strange turn of
events, Lyor,impressed by Irv’s street sense and business savvy, hired him as
an A&R representative, whose first order of business was to sign Ja Rule to
Def Jam. While people might recognize Ja for his party-styled contributions on
Jay-Z’s smash "Can I Get A…," his debut effort is a soulful salute
to the street. Songs such as the introspective "Only Begotten Son,"
the heartfelt "Daddy’s Little Baby," and the inspiring "Race
Against Time," represent only a piece of Ja’s well-rounded freshman opus.
"It’s really not a conquering of the world, but more a conquering of
myself," says Ja of his triumphantly titled album, which boasts 17 tracks
featuring Jay-Z, DMX and Memphis Bleek. Needless to say, Ja’s debut LP also
boasts it’s healthy share of murderous material. The ominous "It’s
Murda" features the reunion of Ja, DMX and Jay-Z, who proceed to lay
competition to rest 3 the hard way. The alarming "Worlds Most
Dangerous," represents the official arrival of Ja as he declares a lock
down on the hip-hop world.
The album’s first single, "Holla, Holla" is destined to be rap’s
next street anthem. A hard track established the perfect foundation for Ja’s
newly-grafted doubled-up style and his infectious call and response hook: "Holla,
Holla / All My Niggas that’s ready to get / Dollas, Dollas / Bitches know who
get them a little / Hotta Hotta / Come on, if you rollin’ with me / Folla,
Folla… It’s murda!"
"I’ve learned to
deal effectively with the pressure," says a confident Ja. In addition to
his forthcoming album, Ja’s slated projects include: the Wyclef produced
"25 to Life" from the Life Soundtrack, featuring Ja alongside Juvenile
and Xzibit; Blackstreet’s first single "Girlfriend / Boyfriend"
featuring Janet Jackson and Eve; and Dru Hill’s "You Are
Everything." "I don’t want people to think I’m piggy backing on
anyone," explains Ja, whose name should be swarming the streets this
summer. "I want everyone to feel me for me. When my album drops, I want my
fans to have a clear picture of Ja. That’s why I named my album Venni, Vetti,
Vecci," continues Ja. I’m clear where I want to go and what I want to do.
The only thing that remains is for me to conquer my destiny." And knowing
Ja Rule, it shouldn’t take long.