Swizz Beatz: The Monster

By: Mic Cool

Born in the Bronx NY, the place that birthed hip hop, Kasseem “Swizz Beatz” Dean would help shape the east coast landscape as a mega producer. After getting the equipment he needed he started to DJ and garnered success. After relocating to Atlanta Georgia due to violent behavior, he began to work for his uncles Joaquin and Darrin Dean who just happened to be co CEOs of the Ruff Ryders record label. In his early work he chose not to sample but rather accentuate the performance aspect of his music. With his uncles and aunt heavily involved with Ruff Ryders, he began to produce tracks at the age 16. A year later he made his first collaboration with DMX witch just happen to be the chart topping “Ruff Ryders Anthem”. Swizzy did a lot of production on X’s first two albums It’s Dark and Hell is Hot and Flesh of my Flesh Blood of my Blood.

Following those accomplishments he produced other major hip hop songs “Banned From TV” from N.O.R.E. And Jay-Z’s “Money Cash Hoes”. He then produced most of the songs on the Ruff Ryders compilation “Ryde or Die Vol. 1” as well as the bulk of Eve’s debut who was the Ruff Ryders First Lady. Now in a joint venture with Clive Davis, Swizz established his own label “Full Surface Records” a part of J Records. The first artist signed was Philadelphia based rapper Cassidy who’s underground following was becoming a big deal off of his battle raps and the ability to become a larger artist with the right backing. Swizz put out his first Lp Ghetto Stories in 2002 getting noticed not only for his beats but now actually rhyming on the first single “Guilty” featuring a reggae artist Bounty Hunter. His second single featuring Cassidy, “Bigger Business” also reached the billboard charts.

Along with him associating himself with Ruff Ryders he also began churning out hits with labels like Elektra, Atlantic, Def Jam, and Bad Boy Ent. By 2003 his artist Cassidy had a massive song featuring R Kelly, “Hotel” and it blew up. He worked with the Problem for a while producing some of his biggest songs and when Cassidy was in a accident he waited until his boy came out of his coma and also beat a murder case, then they did “My Drink N My 2 Step” bringing back their dominance. After he and Cass parted ways, Swizz released his second LP One Man Band led by the singles “It’s Me Bitches”, “Money in the Bank” and “Top Down” which reinvigorated his sound and put him back in the charts. In that time period he married R&B songstress Alicia Keys and signed legendary group Bone Thugs N Harmony. His first Grammy award came in the form of “On To The Next One” by Jay-Z.

Let’s face it he reinvented The LOX after Puff Daddy made them wear shiny suits, he created a backdrop for DMX, he basically help shape The Ruff Ryders sound. Currently he sits as VP of sports, style, marketing, design, and brand music development for global footwear at Reebok. He is still trying to revive DMX’s career while working with a whole new crop of artists, and Swizz is still makes those beats. What his bread and butter has been and always will be.

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