Jim Jones Reveals How Labels Used Rap Beef as a “Marketing Tool” in the 1990s


Jim Jones is shedding light on the rap beefs that took place in the 1990s, explaining how famous rivalries, like Tupac’s, were used by labels as a strategic “marketing tool.”


During a panel discussion hosted by Roc Nation, Jim Jones, who is currently involved in his own beef with Pusha T, delved into the impact and future of mixtapes. The conversation shifted to the role of rap beef during the peak of the mixtape era.

“It’s not just a mixtape thing, it’s a Hip-Hop thing,” explained Jim Jones, emphasizing that rap rivalries were not limited to the mixtape era. According to him, beefs between artists are bound to happen, especially when big egos collide in the same room. He referred to the iconic feud between Kool Moe Dee and LL Cool J in the late 1980s as an example.

However, Jim Jones acknowledged that mixtapes intensified beefs, turning them into ongoing sagas.

The conversation then shifted to Jim Jones and the Diplomats’ place in the history of mixtape beefs. Wayno highlighted Juelz Santana’s diss towards Nas on the 2002 Diplomats Volume 3 tape.

However, Jim Jones clarified that they were merely imitating the success of bigger artists at the time. They noticed how artists like Tupac gained popularity by engaging in rap beefs, leading them to believe that it was a marketing tactic employed by major labels and artists in power.

“We were observing Tupac and how successful they became by clashing with everyone,” he explained. “During that era, it was a marketing tool that worked for major labels and artists who held the upper hand at that time.” Jim Jones also mentioned the well-known beef between Jay-Z and Nas, stating that Dipset was simply following suit. “We weren’t backing down. If that’s what it took for us to get recognition, we were in.” Watch the video below for more details.


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