The Herd with Colin Cowherd – Joe and Jada: Ralph McDaniels on Tupac in Juice, Video Music Box, Directing Nas & Wu-Tang

Date: August 21, 2025
Guests: Ralph “Uncle Ralph” McDaniels, Fat Joe, Jadakiss
Main Theme:
A celebration of hip hop's visual and community history through the lens of pioneering VJ/director Ralph McDaniels, who shaped generations with "Video Music Box," worked with icons from Queens to Yonkers, and helped bridge the gap between the streets and stardom. From foundational stories of rap to shooting classics with Nas, Wu-Tang, and Big Daddy Kane, the conversation dives into the influence, preservation, and behind-the-scenes memories of hip hop’s rise.

1. Episode Overview

The episode centers on the cultural significance of Ralph McDaniels—creator of Video Music Box, iconic video director, and “uncle” to hip hop. Fat Joe and Jadakiss honor McDaniels’ massive contributions, discuss the journey from local culture to commercial success, and explore the preservation of hip hop’s archival footage. Rich with personal stories and classic moments, Ralph recounts tales of Tupac in "Juice," the early days with Nas and Wu-Tang, the evolution of hip hop videos, and the scene’s unsung heroes.

2. Key Discussion Points & Insights

Ralph McDaniels' Legacy & the Birth of Video Music Box

• Fat Joe introduces Ralph as the "dawn of this whole shit" and the one who brought hip hop to mass audiences via music videos. (04:15)
• Ralph discusses the longevity and importance of Video Music Box, running 42 years and still "rocking and rolling" (05:39).
  • "If you see rap videos, right, the only place to see it on earth was Video Music Box." – Fat Joe [04:35]
• The streets recognized Ralph for being the bridge between artists and their communities, giving the "real" street artists visibility often missing in industry award shows. (05:08)
• Ralph’s surprise at cross-generational fans still stopping him for thanks and selfies (06:31).

The Organic Rise & Impact of Hip Hop

• Ralph admits he never set out to change the world but knew his passion would connect music lovers. He recalls riding the train, unsure if he’d get love or trouble—only to find even the toughest Brooklyn heads were fans. (07:45–08:38)
• The influence of Video Music Box's “shout out” concept is debated—how it shifted participation from passive watching to active community. (08:38)
  • "You created shout out." – Fat Joe [08:38]
• Fat Joe and Jada credit Ralph with giving them early opportunities, legitimizing their presence in hip hop circles. Joe recounts hosting Video Music Box as a pivotal moment in his career. (10:32)
  • "You let me host Video Music Box... People started taking me serious." – Fat Joe [10:32]

New York's Unique Multicultural Hip Hop Fabric

• The trio discuss NY's distinct racial unity—Latinos and Black folks growing up “side by side” vs. segregated scenes elsewhere. (21:21)
  • "They don't get how New York Latinos and blacks just grew up together, family integrated.” – Fat Joe [21:21]
• Ralph comments on America’s need to learn from NY's integration, linking it to broader social and economic issues. (21:54)

Preserving Hip Hop’s History & The Need for Archival Work

• Fat Joe playfully accuses Ralph of “hoarding the film” and pushes him to digitize and release old tapes, calling for help from figures like Jay Z and Roc Nation. (18:09–19:04)
  • Ralph shares the archival project's status: Over 20,000 hours now digitized, but preservation is a massive, resource-intensive effort. (27:32)
    • "It's like real librarian archivist work... But we need help, absolutely." – Ralph McDaniels [27:33]
• The conversation spotlights the urgency: hip hop’s story needs proper archiving before it’s lost to commercial or generational amnesia.

Behind the Scenes – Directing and Shaping Hip Hop Visuals

• Ralph recounts how in the early hip hop days, music videos weren’t guaranteed even for hits. He and partner Lionel “Vid Kid” Martin began filming them out of necessity, starting with Roxanne Shanté. (37:05)
  • "The first video I did was for Roxanne Shanté... Now people are going to still watch the show more because they're going to see the Roxanne Roxanne video.” – Ralph McDaniels [37:34]
• McDaniels shares stories of shooting early videos for Biz Markie, Big Daddy Kane, Wu-Tang, and more, often with minimal budgets and maximum resourcefulness. (38:49)
• Career breakthroughs for on-screen participants: Fat Joe mentions how even hairstylists featured in his video got "catapulted to private planes and Birkin bags" (41:10).
• The impact of music videos as stepping stones for actors – eg., Kevin Hart’s early cameo in "Lean Back" (42:10).

Making Hip Hop’s Cult Classics: Tupac, Juice, and Beyond

• Ralph on producing/directing the movie Juice and helping cast a then-unknown Tupac. His involvement brought legitimacy and connections, pulling Queen Latifah, Treach, and others onto the project. (42:53, 43:58)

  • "The only person we'd casted was this guy named Tupac… I validated, and I said, it's legit. And that was it.” – Ralph McDaniels [43:58]

• They discuss Tupac’s fashion icon status, long before “crossing over” was a mainstream concept. (44:17)

• Fat Joe shares his personal memories witnessing a moment when Tupac, with Biggie, walked Big Daddy Kane’s Budweiser Superfest crowd into a frenzy—history confirmed by Kane himself years later. (45:41–47:09)

Unsung Heroes, Commercialization and Lyrical Legacy

• Ralph underscores his love for “blue collar” hip hop – the Locks, Mobb Deep, MCs whose hard work resonates in every song, often more than radio-friendly hits. (60:04)
• Fat Joe, Jada, and Ralph volley “unsung hero” names, recall stories of reggae/rap crossovers (Jamalski, Chill Rob G/Snap), and highlight the strange paths of licensing and recognition in hip hop’s business. (61:18–62:59)
• There’s a tribute to fallen legends (eg. Howie T), and acknowledgment of the scene’s connectedness—even into fashion, with tales of FUBU’s origins and hip hop’s infiltration of the runway (56:33–58:44).

The Unifying Power of Hip Hop and Ralph's Influence

• McDaniels views hip hop as a “religion”—open to anyone who loves and lives it, not bounded by color or status. (31:50, 32:37)
  • "If you're part of the culture and you love this culture, then you validate and you part of our family.” – Fat Joe [32:18]
• Jadakiss dubs Ralph “one of hip hop’s uncles” (Snoop, Luke, Red Alert, and Ralph), recognizing his multi-generational mentorship. (72:28–73:25)
  • "There’s three uncles in hip hop: Uncle Luke, Uncle Snoop, and Uncle Ralph. You been uncle before he was uncle." – Jadakiss [72:28]
• Ralph’s philosophy: Always pass on information, never gatekeeping. "We all want to win, as long as it's not going to get you in no trouble.” (72:51)

3. Notable Quotes & Memorable Moments

• "You are the dawn of this whole shit… This is the man who basically created the whole video concept of the culture.” – Fat Joe [04:35]
• "We had to digitize it because I had to have it in digital form… That's the only way we can pass it around." – Ralph McDaniels [27:33]
• "I was just trying to get the videos out… Back then, we just wanted to get the videos out." – Ralph McDaniels [37:59]
• "Hip hop is almost like a religion, right? If you're true to it and you love it, love it… you're part of the culture." – Fat Joe [31:50]
• "Shout outs could change your life. I invented shout out." – Fat Joe to Ralph [74:58]
• "If you weren't there, how can you say that? Matter of fact, when you come rapping Duke..." – Fat Joe [20:21–20:26]
• "That's why the country's in the situation that it's in. It has got to change… New York has done that. We don't have no problem with that.” – Ralph McDaniels on segregation [21:54]
• "Do you ever look at the success of hip hop and think there should have been… a Ralph McDaniels fund?" – Fat Joe [29:36]

4. Important Timestamps

• [04:35] – Fat Joe crowns Ralph as the “dawn” of music video in hip hop.
• [10:32] – Joe describes how Ralph gave him his earliest break.
• [13:45] – Stories of street scenes in Yonkers and the Bronx with Fat Joe and Big Pun.
• [18:09, 27:32] – Archival footage “hoarding” and digitization efforts.
• [37:05, 38:49] – Ralph details his start in directing, first hip hop videos, and working with legends.
• [42:53, 43:58] – Juice film origin, Tupac’s casting, and star power.
• [47:09] – Fat Joe recounts being onstage with Biggie, Tupac, and Big Daddy Kane at MSG.
• [56:33–58:44] – The role of hip hop in shaping fashion (Carcani, FUBU).
• [60:04] – Ralph talks about “blue collar” hip hop heroes.
• [72:28] – Jadakiss on the “hip hop uncle” role.
• [73:44] – Ralph plugs the Video Music Box documentary (directed by Nas) and opens the floor for donations to the archive.

5. Conclusion: Tone & Impact

The episode is a celebration and living archive in itself—raw, affectionate, filled with inside jokes, community memories, and honest reverence. Ralph McDaniels comes across as a humble pillar of hip hop, passing on wisdom without ego, always lifting others. Fat Joe and Jadakiss bring honest gratitude, humor, and stories, making this episode an invaluable listen for anyone who wants to understand not just hip hop history, but hip hop’s living spirit.

6. Support the Culture

To support the preservation and archiving of hip hop’s visual history:

• Donate to: videomusicboxcollection.org
• "Even if you got $5 or $10, videomusicboxcollection.org is preserving the culture… making it available so the next Jadakiss and Joe and Ralph McDaniels can go out and see it." – Ralph McDaniels [77:01]

Listen if you care about hip hop, and share so its future doesn’t get lost!

Host info: The Joe & Jada Show (Fat Joe & Jadakiss), special guest Ralph McDaniels
Original air date: August 21, 2025

For more legendary hip hop stories, check out the full episode or support the Video Music Box collection!