By 2008, it was clear Rick Ross was more than a one hit wonder, but he was on a collision course with 50 Cent. In the months prior, 50 Cent had dissed Lil Wayne and DJ Khaled. His own G-Unit movement was losing its fan base rapidly and the movement led by DJ Khaled was taking over.
DJ Khaled’s We The Best movement was not yet a record label, just an assembly of artists. Lil Wayne and Plies were clearly the more popular artists from the group. Rick Ross, at the time, was more of a background figure. However, he had plans of changing the landscape.
The year of 2008 was eventually dominated by Lil Wayne and T.I., but Rick Ross had 2009. 50 Cent was also working on a comeback album and sending more disses towards artists affiliated with DJ Khaled. Early in 2009, Rick Ross released “Mafia Music,” which contained a 50 Cent diss, poking fun at his baby mama drama.
The first half of 2009 consisted of Rick Ross and 50 Cent trading disses. 50 Cent, who was having issues with his record label, Interscope Records, boasted of how he would soon take over Def Jam. Once he took over the label, 50 Cent said he would block all moves made by Rick Ross and DJ Khaled. During this period of time, Rick Ross’ name was in the headlines every day. Ross used this to his advantage, introducing his group, Triple C’s, to the world and his Maybach Music Group.
50 Cent claimed victory in the feud, as did Rick Ross. At the end of the day, Rick Ross won, as his singles gained increasingly more radio play. By 2010, Rick Ross had become the biggest, active rapper in the South, prompting many hip hop publications to ask if Ross had become the “King of the South.” One thing was clear, though, Rick Ross was a force to be reckoned with. His summer anthem, “B.M.F.,” with Styles P, had taken over urban radio and Ross was on to better things.
Rick Ross promised he would be all over all forms of the media, in 2011, and he has lived up to the promise, with his God Forgives, I Don’t album coming right before Christmas 2011. While he does not release diss records, Rick Ross is involved in a beef with Young Jeezy. Rick Ross usually releases a new album every year. Before Rick Ross landed on Def Jam, Young Jeezy did this. Now, Young Jeezy cannot even land a secure release date without something happening.
During a recent interview, Rick Ross was asked if he was behind this and he acted as if he was. When he was feuding with 50 Cent, Rick Ross was against his bullying tactics. During 50 Cent’s feud with D-Block, who happened to be his Interscope label-mates, 50 was behind their album delays. Two years after he conquered the giant, has Rick Ross become the monster he set out to destroy?