November 4th, 2010
12:40 PM ET
Hammer did warn us that this was coming.
Back in September, Kanye West released the track “So Appalled” as part of his popular G.O.O.D. Music Fridays campaign. Aside from Jay-Z, the song features the likes of RZA, Swizz Beatz, Pusha T and CyHi Da Prince, but it’s Hova’s verse that set off Hammer.
“And Hammer went broke so you know I’m more focused/I lost 30 mil so I spent another 30/cause unlike Hammer, 30 million can’t hurt me,” the industry mogul rapped.
Hammer promised to fight back, and left West with a warning for Jay via Twitter. “@kanyewest jay-hoe aka #HellBoy Tell Jay Oct 31 (Devils Nite) We’ll see if this record and video ‘Hurts Him,’” Hammer said.
Well, at long last, the song and video, “Better Run Run,” have hit the Web.
The video features a Jay-Z lookalike running through woods from a man with a devil mask along with lyrics like, “boy sold his soul.” (A nod to the Illuminati rumors that the rapper's denounced, perhaps?) This mask-wearing individual also puts up the diamond symbol, a staple of Jay-Z’s Rocafella and Roc Nation imprints.
The video concludes with Hammer apparently baptizing Jay-Z in a water, even though it's hard to tell whether or not he was just trying to drown the man.
It didn’t even take 48 hours for Jay-Z to respond, but he didn't counter with fighting words. In an interview with DJ Semtex, the music mogul almost seemed shocked by Hammer’s actions.
“Yeah, I didn’t know that wasn’t on the table for discussion,” Jay-Z said in regards to his poking fun at Hammer’s notorious bankruptcy. “I didn’t know I was the first person to ever say that.”
Jay-Z went on to say that he places Hammer in a positive light in his forthcoming book, “Decoded,” and that in this particular instance, Hammer might have read too far between the lines.
“When I say things I think people believe me so much that they take it a different way – It’s not rap anymore at that point. Now, it’s like a personal attack. I said some great things about him in my book. He’s going to be embarrassed. I said some really great things about him in the book and about people’s perception of him and I said really great things about him, but it is what it is.”
When asked by Semtex if there was any chance that Jay would respond with a song of his own, the answer was simple.
“No, of course not.”
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