that's rick rubin 101. you know? jay-z represented was the fact that you could actually 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 hasn't really made itself heard. that started 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. ♪ yeah i fake like i'm scared ♪ >> 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." ♪ one two three my baby don't mess around ♪ ♪ because she loves me so and i know for sure ♪ >> it's barely a hip-hop song, really. i'm not sure what it is. but it's got this kind of frothy '60s vibe. it sounds like something motown might have put out when they were doing their "sound of young america." ♪ hey ya ♪ ♪ hey y