Around this time in 2002, Ja Rule and Murder Inc. were at the pinnacle of their success in the music forum. R&B singer Ashanti was in the midst of a 10 week run at number one with her hit song "Foolish" and Ja Rule would score his last major hit as a popular artist in high regard two months later in "Down 4 U," the Murder Inc. posse cut.
But, sometimes in music and other entertainment resources, what goes up must come down. For Ja Rule, it was a very public and sad demise that was ending at the same time it was beginning. Starting from the fall of 2002, and ending in 2003, the music world witnessed a rare downfall by an artist specifically from a music standpoint. While Michael Jackson, R. Kelly and Rick Ross each suffered their own falls from grace, (but each regained their star power) Ja Rule is perhaps the first of its kind to have his self-inflicted.
A common misconception of Rule’s fall-off is that it was solely caused by 50 Cent as he was a reflection of what Ja Rule wasn't. In all actuality, he did play a role, he brought whatever was left of his kingdom down with a plethora of open disses on records and interviews, but it wasn’t as big of a takedown as we think. Ja Rule is the product of successfully but unsuccessfully crossing over, a clear example of the phrase; "What good is a man to gain the whole world, but has lost his soul." While he gained a new MTV audience with hits such as "Always on Time" "Livin It Up" and "Mesmerized," he lost his core fans from "Holla Holla" and "It's Murda." Nothing is wrong with reaching a bigger audience to put more dollars in your pocket. But, if not played correctly, a price will come with it.
The main goal of crossover for most artists is to reach new audiences and use that for chart success. Jay-Z and Nelly found their ways from BET to MTV with their singles without losing hardcore fans, for the most part. Nelly's first single, "Country Grammar," was laced with sounds destined for pop stardom, but also the lyrics were hard enough for hardcore hip hop fans to cosign. But Nelly's initial destination was to MTV and to top the charts, so once Hot in Herre came around, Nelly didn't lose too many fans. Jay-Z found his way by adding good lyrics to his crossover jams such as "Izzo" "Hard Knock Life" etc. All the while gaining massive record sales while hip hop heads and critics said he was the best rapper in the game. On the surface, Ja Rule crossover tactic worked. Rule 3:36 and Pain is Love both not only went to number one, but they also went three times platinum and combined for worldwide sales 10 million. He also had seven top 15 hit records, five of which went top 10 and three went number one. In 2002 he garnered three Grammy nods for Pain is Love, Livin it Up and Put it On Me. Also one more Grammy nod in 2003 for Always on Time. From a distance, his first album name fit his life perfectly.
But in order to understand Ja Rule's collapse, one must listen to his first album Venni Vetti Vecci. Imagine a world where Chief Keef was doing songs with Beyonce, Lady Gaga and Rihanna. We all know Chief Keef records are targeted for those ears that are tuned to Gucci Mane, Waka Flocka and Future. But what would the reaction be? No more mix tapes, just albums that target MTV and radio. Keef would instantly go alongside the road traveled by Pitbull and somewhat Flo Rida. He would also be ridiucled, shamed, and ran out of hip hop altogether. And on that note, this is where Ja Rule messed up. Although he was gaining new fans every time the globe spun, he was losing his hardcore fans in the same frequency. Gone were the hard-hitting songs his initial fans would ride to and lyrics. In turn, he was with Mary J. Blige, rising star Ashanti, and Jennifer Lopez. It didn't help that he was singing on his records, too. 50 cent, seeking buzz, took what was left, and annihilated his career. Although he scored a gold album with his R.U.L.E release in 2004, it was a far cry of his multiplatinum days and his career was never the same.