Podcast Summary: Joe and Jada — Ralph McDaniels on Tupac in Juice, Video Music Box, Directing Nas & Wu-Tang

Podcast: Joe and Jada
Hosts: Fat Joe, Jadakiss
Guest: Ralph McDaniels (Video Music Box creator, hip-hop video & culture pioneer)
Date: August 21, 2025
Producer: iHeartPodcasts and The Volume

Episode Overview

In this vibrant episode, Fat Joe and Jadakiss welcome hip-hop icon Ralph McDaniels, the creator of Video Music Box, to honor his outsized impact on hip-hop culture. The trio reminisce about hip-hop’s formative years, the evolution and preservation of music videos, behind-the-scenes stories with legends like Tupac and Nas, and the importance of community and authenticity in hip-hop. The conversation is packed with hilarious storytelling, legendary moments, and a deep appreciation for hip-hop history and those who documented it.

Main Topics & Key Insights

1. Ralph McDaniels: Hip-Hop’s Visual Archivist

• Legacy of Video Music Box (VMB):
  • The longest-running hip-hop TV show, crucial for spotlighting artists and introducing music videos to urban culture.
  • “This is the man who basically created the whole video concept of the culture.” – Fat Joe [04:02]
• Balance and Authenticity:
  • McDaniels emphasizes the need for award shows and platforms to stay rooted in street culture, not just mainstream names.
  • “You can have the stars, but you gotta have the street there too… 42 years of Video Music Box still rocking and rolling.” – Ralph McDaniels [04:36]

2. Ralph’s Role in Hip-Hop’s Rise

• Changing the World—Unintentionally:
  • Ralph began VMB for love of music, not knowing the cultural force it would become.
  • Story: How tough Brooklyn kids acknowledged him on a train for his show.
  • “Did you think you was gonna change the world? 'Cause you changed the world.” – Jadakiss [06:20]
  • “No, I didn't know it was gonna be like that. Just like hip hop. I didn't know it was gonna be like what it is today.” – Ralph McDaniels [06:30]

3. Fat Joe’s Early Days & Ralph’s Influence

• VMB as a Platform for the Streets:
  • Fat Joe recalls hustling up to Ralph’s 31st-floor office to get opportunities.
  • “You put me to host [VMB] and changed my life. Started taking me serious.” – Fat Joe [10:00]
  • Ralph shares stories about launching Fat Joe and others to the public eye before they were widely known.
• Realness and Street Cred:
  • Fat Joe jokes about his wild, unfiltered storytelling and Ralph’s role as a tastemaker for what was “hot.”

4. Preserving Hip-Hop’s Visual History

• The VMB Archive:
  • Ralph has digitized 20,000 hours of hip-hop footage (from 1983 onward).
  • “Now it's part of the Video Music Box collection... the history of hip hop… but from my lens.” – Ralph [25:30]
  • Discussion about partnering with Roc Nation or others to share this archive and support its preservation.
• Importance of Documentation:
  • The story behind getting Jay Z for his documentary, and the respect/relationships he’s built across generations.
  • “If I didn't tell Jay [about the doc], he'd have been pissed off at me.” – Ralph [26:54]

5. Hip-Hop as a Culture Without Borders

• Unity in NY:
  • Fat Joe and Ralph reflect on how Black and Latino communities built hip-hop together in NY, unlike anywhere else.
  • “What happened here that didn't happen everywhere else was Latinos and Blacks grew up side by side…” – Fat Joe [20:48]
• Global Reach and ‘Religion’ of Hip-Hop:
  • Fat Joe shares how hip-hop connects people globally—“like a religion.”
  • “[Hip hop] has no color on. Has no, no, no status on. You. The richest people in the world love it.” – Ralph McDaniels [30:35]

6. From Video Presenter to Video Director

• Making Historic Music Videos:
  • Ralph started making videos because early hits had no visuals—his first video: Roxanne Shante’s “Roxanne Roxanne.” [35:31]
  • Directed classics for Wu-Tang, Nas, Big Daddy Kane, Boyz II Men, and more.
  • “We did almost all the Coogie Rap videos. X Clan. Then we did...it just grew.” – Ralph [36:24]
  • Memorable Moment: “I got Bel Biv Devoe, Poison.” – Ralph [36:49]

7. Hip-Hop Movie Classics: The Juice Story

• Co-producing 'Juice' & Introducing Tupac:
  • Ralph co-produced Juice and helped cast Queen Latifah and Treach. He validated Tupac’s first film.
  • “We only person we've casted is this guy named Tupac. Tupac's not out yet.” – Ralph [40:50]
  • “I validated. And I said, it's legit. And that was it. And it became, you know, a cult classic.” [41:56]

8. Legendary Backstage Tales & Iconic Performances

• Big Daddy Kane, Tupac, and Biggie at MSG:
  • Fat Joe recounts sharing the stage at Madison Square Garden for a now-famous freestyle with Tupac, Biggie, and Kane.
  • “Crowd started going crazy...Tupac walk in...he walking with Biggie Smalls.” – Fat Joe [43:38]
  • “Big Daddy Kane went up to drink champs and Nori asked him, he said, yeah, it's true. Joe was there.” – Fat Joe [45:08]
• Origins of Shout Outs in Hip-Hop:
  • Ralph credits inventing the ‘shout out,’ which became a signature of his shows and a coveted recognition in the community.
  • “Shout outs could change your life.” – Fat Joe [71:24]
  • “I appreciate it and I get it. Shout outs are important.” – Ralph [71:36]

9. Fashion & Hip-Hop

• From Sneakers to Labels:
  • Hip-hop’s influence on fashion: Carcanai, FUBU, Walker Wear, Wu Wear, Naughty by Nature’s shop.
  • Fat Joe claims he was “the first person to sell FUBU in the Bronx.” [54:17]

10. Giving Flowers: Unsung Heroes & Staying Connected

• Giving Recognition:
  • The group discusses unsung heroes in hip-hop—blue-collar acts like Mobb Deep and The LOX (“every time you hear it, you could feel the work...”). [56:31]
• The Import of Community:
  • Ralph’s “Uncle” role—helping the next wave, connecting people, and ensuring info and opportunity is shared.
  • “That's what your uncle's supposed to do: hook you up...just to pass it on, the information.” – Ralph [69:19]

Notable Quotes & Memorable Moments

• “The hip hop game would not be what it is if it wasn't for Ralph McDaniels.” — Fat Joe [72:11]
• “Ralph, you stuck with me. I'm Joey McDaniels.” — Fat Joe [73:03]
• “Video Music Box. It's directed by Nas and it's on Showtime.” — Ralph McDaniels [70:12]
• “Shout outs could change your life.” — Fat Joe [71:24]
• “You can have the stars, but you gotta have the street there too.” — Ralph McDaniels [04:36]
• “I started making videos because they didn’t exist for our records.” — Ralph McDaniels [35:03]
• “Uncle Ralph...you invented the shout out.” — Fat Joe [71:46]

Key Timestamps

• 03:06 — Ralph McDaniels introduced; praised for VMB’s cultural impact
• 06:30 — Ralph on not predicting VMB/hip-hop would change the world
• 10:00 — Fat Joe discusses being given his first major break by Ralph
• 25:30 — Ralph explains the VMB digital archive project (20,000+ hours of footage)
• 35:31 — Ralph on directing his first video: Roxanne Shante’s “Roxanne Roxanne”
• 40:50 — Ralph shares the inside story of ‘Juice’ and casting Tupac
• 43:38 — Fat Joe’s story: on stage with Tupac and Biggie at MSG
• 46:09 — Fat Joe on Big Pun’s favorite rappers and legacy moments
• 54:17 — Fat Joe describes being the first to sell FUBU in the Bronx
• 69:19 — Ralph on his “Uncle” nickname and mentorship role
• 72:11 — Fat Joe salutes Ralph as a living legend & icon
• 73:28 — Ralph plugs VideoMusicBoxCollection.org for hip-hop preservation

Final Reflections & Call to Action

The episode celebrates and contextualizes Ralph McDaniels’ foundational role in documenting, preserving, and nurturing hip-hop culture—from the creation of the video format to supporting legends and unsung heroes. The importance of archiving and giving back to the culture is underscored. Ralph invites listeners to support hip-hop history at VideoMusicBoxCollection.org.

For Listeners New and Old

Whether you’re a lifelong fan or just discovering the history, this episode is a masterclass in hip-hop’s legacy, full of raw storytelling and firsthand accounts from those who built the culture. The episode is a testament to the community, the grind, and the power of someone who put the culture first—Uncle Ralph.