Ruff Ryder collective. In particular, "Holla Holla" became a breakout hit, but in retrospect it was a minor success relative to what Ja accomplished a year later with his follow-up album,
Rule 3:36 (2000). On this album,
Gotti juxtaposed the rapper's thuggish style with a trio of radio-friendly vixens —
Christina Milian ,
Lil' Mo , and
Vita — and produced three enormous hit singles: "Between Me and You," "I Cry," and "Put It on Me." These duets established the template for Ja's following album,
Pain Is Love (2001), which featured yet more chorus-singing divas, this time
Jennifer Lopez ("I'm Real") and
Ashanti ("Always on Time"), as well as a similarly styled interpolation of
Stevie Wonder 's "Do I Do" ("Livin' It Up") featuring
Case on the hook. By 2002, Ja alone had brought
Gotti 's Murder Inc. label into the national spotlight and helped break successive artists from the label; most notably
Ashanti , who collaborated with him on "Down 4 U," yet another chart-topping hit. Roughly around this same time, Ja used his fame to launch a minor acting career for himself, beginning with
The Fast and the Furious (2001), and he began to attract attention from his peers, uniting with
Nas on the 2002 MTV Video Music Awards and squabbling with
DMX in the press. Later that year he released
The Last Temptation (2003), which again paired him with urban vocalists for a few singles, this time with
Bobby Brown ("Thug Lovin'") and
Ashanti ("Mesmerize"). A backlash mounted around this time, as upstart rapper
50 Cent began hurling numerous disses at Ja. Increasingly susceptible to the criticism, he returned with as much vengeance as he could muster on 2003's
Blood in My Eye and the following year's
R.U.L.E.