In the mid-to-late 90s, hip hop transformed America’s rejected street culture into a hot commodity. Many of the genre’s labels claimed ties to the streets, but few had the background to back-up the claims. Unlike the others, the Ruff Ryders were unmistakably street. Everyone from music executives to industry rivals weren’t equipped to handle this horde of Huns clamoring for success. So, the Huns created their own label, sound, street team and rules for running the game.