for jay-z to be the first one to get rick rubin to produce in such a long time shows you how specialt one, hit me. bom. ♪ rap patrol on the gat patrol ♪ fools that want to make sure my casket's closed ♪ >> yeah, that's money. >> rick rubin created so many classic hip-hop records. with the beastie boys, run-d.m.c. taking a break beat and mixing it with an ac/dc guitar stab. that's rick rubin 101. ♪ i pull over to the side of the road ♪ ♪ i heard son, do you know what i'm stopping you for ♪ ♪ because i'm young and i'm black and my hat's real low ♪ ♪ do i look like a mind reader sir i don't know ♪ >> what jay-z represented was the fact you can have real longevity in hip-hop. for the longest time new york had been the center of the world in hip-hop. the south for the most part hadn't really made itself heard. and that starts to change in the 2000s. and you're getting outkast. and outkast is amazing. ♪ ♪ one, two, one, two, three >> outkast became rap's beatles in the 2000s because we found both but particularly andre becoming more obsessed with a kind of adventurous landscape of music. ♪