By Paul Cantor
Please Hammer, don’t hurt ‘em.
MC Hammer, the ’90s era rap star who’s currently enjoying a small return to relevance after Rick Ross song named after him, stepped to the forefront of hip-hop’s collective attention this past Sunday (October 31), when he unleashed a dis song and video- “Better Run Run”- aimed at Jay-Z
The source of Hammer’s beef with Jay-Z stems from lines Jiggaman spits on the Kanye West track “So Appalled.” In the song, Jay-Z says, “Hammer went broke, so you know I’m more focused … I lost 30 mil, so I spent another 30/ Cos unlike Hammer, 30 million can’t hurt me.” Hammer took offense to the reference, and tweeted back in September, when the song dropped, “You wanted my attention #HellBoy (Jigga), you got it. The answer to Jay comes on Oct 31.”
Hammer made good on his promise, and delivered “Better Run Run” on Halloween. The video opens with Hammer in a conference room, on the phone closing a business deal, alluding to the fact that though the MC did file for bankruptcy in the 90s, he’s been back on his feet for some time, producing and starring in reality TV shows and involving himself in various internet and technology companies. The song and video then goes on to allude that Jay-Z is doing the devil’s work. Hammer, who’s an ordained minister and was in a Christian rap group before hitting it big, spits, “Let’s go there, the game is so cold/ I can see it in his eyes the boy sold his soul, devil said, I’ma give you the world/I’ll take it, plus give me a girl, Mr Devil can you give me a sign?/Throw the Roc up, that’s one of mine.”
The video finds a Jay-Z look-a-like running through a forest being chased by the devil. At the end, Hammer, who refers to himself as “king” throughout the song, baptizes Jay. Subversively, it seems like Hammer is saying Jay needs God in his life. At press time, Jay has not responded.
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