Ja Rule broke out in the late '90s as hip-hop was nearing its commercial apex. He emerged as a rough, growling MC, as on his ferocious, fizzy debut, "Holla Holla". The unprecedented success of love song "Put It on Me" permanently shifted the course of his career; the track's acclaim—due in part to the chiming, Swizz Beatz-produced melody—spawned a dynamic where his tough persona is softened by earnest devotion. This alchemy led to duets with Ashanti ("Always On Time") and Jennifer Lopez ("I'm Real"). Ja Rule returns to his gritty roots on the epic grandeur of his hometown tribute "New York".