label boss Irv Gotti, Rule drove into radio-friendly territory with "Between Me & You". The following year, riding over spartan beats by Murder Inc. Rule exploded as a solo artist in 1999 with the platinum Venni Vetti Vecci and its frothy yet fiercely braggadocious single, "Holla Holla". He then cut his teeth as a guest alongside a rap rogue’s gallery-from Jay-Z and DMX to Method Man and LL Cool J-that pointed toward his future dual status as rugged spitter and gruff crooner. Born Jeffrey Bruce Atkins in Queens, New York, in 1976, the gravel-voiced MC kicked off his career making boom-bap with Cash Money Click. Rough yet lovable Ja Rule emerged during hip-hop's late-'90s boom and evolved into a pop phenomenon for nearly all platforms.
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