for jay-z to be the first one to get rick rubin to produce in such a long time shows you how special >> rick rubin created so many classic hip-hop records. the beastie boys and run-dmc 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 ♪ >> jay-z represented 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 made itself heard. that started to change in the 2000s. and you're getting outkast. and outkast is amazing. ♪ ♪ one, two, one, two, three, yeah ♪ >> 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. ♪ >> hip-hop knew about outkast. but then they come out with an album "speakerboxx" and the love below. and they have this song called "hey ya." ♪ ♪ my