1. The March [Prelude] // 2. We Here Now (feat. Black Child) // 3. World’s Most Dangerous (feat. Nemesis) // 4. Let’s Ride //5. Holla Holla //6. Kill ‘Em All (feat. Jay-Z) // 7. I Hate Nigguz [Skit] // 8.Nigguz Theme (feat. Black Child & Case) // 9. Suicide Freestyle (feat. Case) //10. Story To Tell //11.Chris Black [Skit] //12. Count On Your Nigga //13. It’s Murda (feat. DMX & Jay-Z) // 14. E-Dub & Ja (feat. Eric Sermon) // 15. 187 Baptiss Church [Skit] // 16. Murda 4 Life (feat. Memphis Bleek) // 17. Daddy’s Little Baby (feat. Ronald Isley) // 18. Race Against Time // 19. Only Begotten Son // 20. The Murderers (feat. Black Child & Tah Murder)
Nowadays Jeffrey “Ja Rule” Atkins is considered by the general population as a total joke. Unlike his post 2Pac & Biggie contemporaries Jay-Z and DMX he isn’t ever brought up when the best rapper debate comes up, and his considerable string of big hits is considered too campy to ever become vintage. Perhaps the best indicator of his relevance today: his best viewed youtube video’s come mostly with a long ass string of comments about how 50 Cent trainwrecked Ja’s career, which is a bad thing, especially considering that nobody actually gives a fuck about mr. Cent himself in most other contexts anymore. In the years between 1999 and 2004 however Ja Rule was a bona fide superstar, releasing an album each year going platinum each and every time and hitting the charts more often with a smash hit single than you can shake a stick at. You don’t get that many people to hate you unless you get some serious exposure in the media, such is the way of the world people.
The way young Jeffrey got exposure in the first place was by aligning himself with producer Irv Gotti, who was instrumental in bringing both the previously mentioned DMX and Jay-Z to the general public. In 1998 Ja got his lucky break, being featured on the Gotti-produced Jay-Z hit single Can I Get a… When Irv got his on boutique label Murder Inc records, as a reward for his money making for Def jam during the previous couple of years, and needed a flagship artist to properly launch it with, the gravelly voiced whippersnapper was an obvious choice. And so the album Venni Vetti Vecci was born and released in the summer of ’99. The album was a commercial succes, selling a million copies in a month and a million more by 2002.
Critically however Venni Vetti Vecci and Ja Rule himself were panned by everybody. It was said that Ja didn’t have a style of his own and was merely emulating the late 2Pac and his comrades DMX and Jay-Z with his gruff delivery and his nihilistic lyrics about thugs and life and thug life, his religious imagery (just take a look at that album cover) and his tales of existentialist fear and pimping (as well as other illicit manners of gathering currency).
While it is true that Jeffrey Atkins is not, was not and never will be a man of great original ideas, and does sound like a less lyrically gifted X a bit on his debut (they sound different enough for Ja not to be a biter in this reviewer’s expert opinion, but it’s easy to see where the comparison comes from.), he does outdo X here by giving the audiences a better debut album. The reason for that being possible is that X was handicapped by a serious case of the Swizz Beatz on his debut, while Ja’s beats are mostly provided by the capable hands of his label boss Irv Gotti, and a bunch of Murder Inc records lieutenants who all bring the heat here, and, unlike Swizz, are able to resist the urge of recording themselves jumping up and down on a Casio keyboard and passing those recordings off as beats. And with Ja being a competent, if unimaginative, MC the results are a very acceptable variation of the hard core New York sound of the late ‘90s. Those hiphop heads who are sceptical about the possibility of Ja having recorded a decently credible, high quality, album that doesn’t border on self-parody because of the mental image of him booty bumping with Jennifer Lopez in the video of one of their collabos, should keep in mind that the man hadn’t yet begun his transformation into his generation’s thugg’d-out Barry White.
Highlights include: the smash hit Holla Holla, where Ja rides the bubbling beat with a perfectly appropriate pogo-stick flow, creating a solid party jam for the ages, the speedy, high octane Let’s Ride, the ominous It’s Murda where our host gets ripped a new asshole twice by respectively the previously mentioned DMX and Jay-Z. The stupidly titled but catchy-as-fuck, organ infused Murda 4 Life, featuring the Roc-a-Fella Records’ second in command Memphis Bleek (a sparring parter Jeffrey can actually handle) the Isley Bother’s sampling and featuring Daddy’s Little Baby, which is a pretty genuine declaration of love aimed at his daughter, and Only Begotten Son which is a pretty genuine declaration of war aimed at his absentee father. (It is only on these latter two tracks that the 2Pac comparison starts to make sense.) But the rest of the album doesn’t lag far behind in quality.
If you, like most heads of my generation, are nostalgic for the ‘90s sound, but habitually won’t touch a Ja Rule album with a ten foot pole because of the glittery R&B songs, by all means give Venni Vetti Vecci a chance, there’s no Ashanti or J-Lo in sight. And chances are pretty fat you’ll be very pleasantly surprised. All the skits are ass (are they ever not?), the guest appearances by Ja’s Murder Inc labelmates Caddilac Tah and Black Child seriously detract from several otherwise good tracks, and you won’t find any relavations, insights or high quality poetry on here, but you will find something raw to bump in the ride and at the house party, plus your purchase of this album will help Jeffrey pay for his legal aid, so he may be able shorten the time in prison he is currently doing for not paying his taxes.
Holla Holla, It’s Murda, Murda 4 Life, Daddy’s Little Baby, Only Begotten Son
Buy this album.