I’m a WRITER before anything else, and I busted my ASS on this Dipset piece for UGHH! I spoke to Funk Flex, Shiest Bub and more and went soooo in depth about the rise and fall of the dopest rap group of my era.
Plus I told some dope personal stories. Read it here or continue below!
Social media has been both a gift and a curse, particularly when it comes to the “celebrity.” The average late 20-something to late 30-something has been through every era thus far, from building web pages on 1-2-3 Publish for their AOL profile, to being on Facebook when you had to have a college email to sign up, and joining Twitter when no one was really quite sure what it was. And through each of these phases, we’ve gotten that much more access into the lives of our favorite celebrities, slowly stripping away the mystique that they were so intangibly veiled in during the heyday of pop culture magazines.
While at times that aspect has been kind of cool (your celeb crush can be just one DM away), it also gave us one of many moments that we can never un-see: Jim Jones, the shit-talking, bandana holding, kufi smacking, down-for-whatever embodiment of the hardest music, crying on camera as he talked to Funk Flex about being taunted by Cam’Ron in Instagram comments, who then responded by taunting him further on a live stream. How did we get here?
To a younger crowd, they really didn’t see anything other than two rappers whose catalogues they know mean something somewhere go at it on social media. They see these public beefs all the time. To those of us who were there to experience The Diplomats in all of their glory, however, it truly felt like the sad, un-heroic and very not diplomatic end to an era that was more than just music. Damn you, social media.
In 2003, you’d be hard-pressed to walk down any street or through any mall and not see The Diplomats’ influence. Whether it was clothing adorned with their logo, men proudly wearing pink, or paint splatters and bandana patches strewn about a t-shirt or a pair of jeans, Cam’Ron, Juelz Santana, Jim Jones, and Freekey Zekey’s presence in pop culture was eminent. If you visited my bedroom at the time, you’d think I was born into a family of Bloods the way it was adorned with red Diplomat bandanas.
“G-Unit was popping and so was The LOX, but I think it was different because G-Unit was Queens, LOX was Yonkers, but Dipset being Harlem—I think that Harlem swag was important,” Hot 97 personality Funk Flex recalls. “And what made it exciting was it was a reinvention of Cam, and then the introduction of Jimmy, Juelz, and Freekey Zekey. So I think Cam introducing artists was really exciting.”
Prior to that period, Cam’Ron saw moderate success as a solo artist. He’d put out two albums through a joint deal with Epic Records and Untertainment, and scored a hit with the “Roxanne”-sampled single “What Mean The World To You” in late 2000. Through a friendship with Dame Dash, he was able to parlay a Roc-A-Fella/Def Jam deal for both himself and his group once he was off of Epic, and Killa cemented his status with the platinum-selling Come Home With Me in 2002.
Though we’d heard a verse or two from Jones and even Juelz on Cam’s prior releases, it was Come Home With Me that introduced his Harlem crew to the masses. The album’s first two singles, “Oh Boy” and “Hey Ma,” both featured Juelz Santana, and both hit the top 5 on the Billboard 200. Don’t get it twisted, though. Sure, the mainstream masses couldn’t get enough of the flamboyant group and their catchy tunes, but they had the streets on lock with their Diplomats mixtape series, too.
In March of 2003, the group released their debut compilation, Diplomatic Immunity. On the day of the release, all four of them were scheduled for an album signing at FYE on 125th St. in their hometown of Harlem. The place was packed with fans waiting to catch a glimpse of the hometown heroes, and Dame Dash and Kareem “Biggs” Burke stood off to the side, taking it all in.
As the time grew closer for the foursome to make their awaited arrival at FYE, chatter of something big happening began buzzing through the record store. Soon, Cam, Juelz, Jim, and Zeke appeared atop a double-decker bus, and money rained down on the streets of Harlem like a scene straight out of Paid In Full. It caused such a commotion that the in-store had to be shut down, and no one met the rappers that day. I was devastated, but it was proof that the new Harlem legends had arrived.
“It’s gonna forever be embedded in hip-hop as one of the dopest albums done by a group, so I’m grateful for that,” Un Kasa says of the certified-Gold project. He was introduced as part of the growing group by not only having a spot on the opening track of the double-disc album, but having the track actually named after him. It seemed to be Cam’Ron’s formula; recruit talent, give them a platform and let them shine. This would later prove to be what their very downfall was contingent upon, however.
With the success of the group album on their side, they rallied behind the “next up,” Juelz Santana, and released his debut through Roc-A-Fella/Def Jam later that year, with their branding in full gear. With the help of his mother, Juelz launched both a store on the block he grew up on, and a website that included a forum, leaving no dollar untouched and capitalizing on social media before social media was even a thing.
Santana’s Town, located on 151st St. and Amsterdam Ave. in Harlem, became the unofficial hub for the group and their affiliates; a less buttoned-down version of the office space they held at Roc-A-Fella at the time. Through the message boards on his site, fans from all over would arrange meet-ups at the store, which eventually became a breeding ground for even more talent throughout the years. A young Stevie Rodriguez would drop by every now and then, eventually turning the opportunity into an internship at Diplomat Records. He’s better known as the late A$AP Yams. You’d find a young Karen Civil on any given Sunday at the store as well, and she too figured out how to turn the opportunity into a job under Duke Da God for years.
I actually met Karen at the taping of a Dipset special for Much Music about a month after the failed FYE attempt; a taping we’d both learned of from a posting on Juelz.com.
“Is anyone here from the message board?” I remember Karen asking in the lobby of the TV studio. There weren’t a lot of young people there, as this was also a school day, but of course I had cut school once again. This time I had convinced my best friend to do so with me, though. (This is the same best friend who’d gone shopping with me on 125th St. the previous Summer and introduced me to my very first mixtape Diplomats Vol. 2. She’s a real one.)
“Me!” I responded excitedly, looking around to see if any of the rest of us were there. Nope, it was just her and I. As we exchanged usernames, we realized we’d already “met” on the forums, and we quickly bonded and formulated a plan for max TV time on the special. This would be both of our first times meeting the whole group, and with Karen already being out of high school, she was able to start working with the group within a year or so.
Years later, she’d end up using her relationships to get me an internship under Funk Flex at Hot97, and I worked my way up from there. My working relationship with French Montana around the same time of my internship came via an introduction from Max B—who was a longtime friend I’d known since hanging around the Dipset store. One of my closest friends to this day? A girl I met on Juelz.com, who also happened to live in New Jersey and was the same age as me. My friendship with Lil Wayne? It developed via my friendship with Mack Maine, who I’d been sent to interview in college for my friend’s online magazine….a friend I’d also met on Juelz.com. Whether they’re together now or not, their influence made an impact that will far outlast their prime.
There was something about this Harlem crew that appealed to everyone in a way, and I think that really added to their popularity. Top 40 fans had catchy hooks to bop their head to, underground enthusiasts had bars to dissect, women had bad boys with a rugged sex appeal to hang up on their walls, men had trendsetters to pick up new fashion trends from. Dipset were Harlem’s very own ‘90s boy band.
By 2004, tensions rose at Roc-A-Fella, and the group soon found a home at Koch, while Cam’Ron got a solo deal at Asylum. He made sure the deal came with an office space for Jim and Diplomat Records, and the label started putting more energy into the other acts they’d brought into the fold in recent years. The group’s second compilation album was released that year, introducing newer acts like JR Writer, Jha Jha and .40 Cal, and continuing to give a platform to their day ones. Jim also released his debut album that year via Koch, and things still seemed to be harmonious within the group as a whole.
Their reign continued in 2005. That year, there were three releases from the group; another compilation (this one under Duke Da God’s imprint,) Juelz’ sophomore effort, and Jim’s sophomore effort, Harlem: Diary of a Summer. The latter spawned quite a few hits, which came as a bit of a surprise, as Juelz had been bred to be the next big rapper out of the crew, and Jim seemed to really be hopping on the mic merely because he could. Still, fans were happy to have such an onslaught of music, and no one seemed to notice that they were making fewer appearances as a crew, and way more on their own.
“The downfall of it, I feel like everybody became their own entity and they became their own bosses with their own entourage,” Un says. “In the beginning, it was just Diplomats—one crew, one family. Once money and success comes into play, everybody steps out on their own and gets their own individuality. What happened with that is success and money breaks up everybody if it’s not projected in the right way. It went from just being Diplomats to being Byrd Gang, 730, Skull Gang, Purple City. Everybody had subsidiaries of what Diplomats was. Cam was the head honcho at that time, but then once everybody became stars and got successful, the breakup came.”
By 2006, Jim scored the biggest hit of his career with “We Fly High (Ballin)” and a shift in the regime became apparent. The song dominated airwaves and pop culture, eventually raking in what Jim says was $27 million, just for Koch alone.
“The tension started when Jimmy got his deal. It was around before that, but that was the beginning of the tension with Jimmy doing his own thing and having to fulfill his own agreements with whoever he was doing business with,” Shiest Bub notes. He was an intricate part of the formulation of Dipset in the late ‘90s, and eventually spearheaded one of Dipset’s many sub-groups, Purple City. “Even if Cam was getting money out of it, he still had to focus on that. Then [Jim] got a girlfriend, Chrissy, and that wasn’t a good look because Killa felt, ‘She’s a street bitch. Everybody had her, you’re praising this bitch, you look weak. I’m Cam’Ron, you’re supposed to be Jim Jones and we’re supposed to be bigger than that. That’s all you’re settling for?’ And then it was a bunch of ongoing shit of niggas living their lives and not including niggas. If you see a nigga fuck with certain niggas and you’re in a jealous industry, it happens.”
In 2006, Cam’Ron released his street film, Killa Season, and there was no sign of Jim Jones. The split was apparent, but as fans, we remained hopeful. As a few years went by, there was still no sign of reconciliation, and the powerful movement had resorted into a topic that was reminisced upon during barbershop banter. There were rumors of jealousy between Cam and Jim, and years down the road, we’d get confirmation of it. But how could it have gotten to this point, when it was Cam who set up the platform for the very opportunities that caused the tension?
“Jim knows what Killa likes; him and Killa like the same type of shit. But when you do something for someone for so long and that person treats you like Killa does…,” Shiest trails off. “Killa had so many injustices done to him in the music industry that it trained him to be like that, and he wanted whoever to fuck with him to be prepared for that kind of heartbreak also. It was like super tough love, to the point where it’s not even fair.”
Thankfully, it seemed that Funk Flex was going to be able to get the band back together. In 2010, much to the surprise of fans, he announced that the guys would be reuniting and touring, kicking things off with a show at home in NYC. Unsurprisingly, the reunion didn’t last very long.
“I’m one of those people who just fall into habits. Music is a great thing, and I’m greedy, so I want to see The Fugees, I want to see Run DMC, I want to see Dipset, I want to see EPMD,” Flex says. “Once someone says that something isn’t happening anymore, you want it more.”
And it became even more disappointing for fans, who had actually never seen the group truly tour as a unit, even at their peak.
“We never went on a whole Diplomat world tour. Diplomats probably one of the biggest entities in rap in the last 15 years that never did a tour,” Un points out. “You’ve never seen us on stage as a whole—me, JR, Hell Rell, 40 Cal, Jha Jha, Stack Bundles. You never saw that.”
In the years following, we’d see the rise of social media, which Un says only further divided the group, particularly Jim and Cam.
“We all could have mended things before it got too out of hand. You know, we all came in the game pre-social media,” Un recalls. “The only social media we really had was probably MySpace, and then Twitter came later. Once people was getting the avenue to just voice their opinions and just say what the fuck they want to say, that’s when shit really got messy.”
But something else we saw during this period was actually positive; newer groups were popping up, and you could see the clear influence The Diplomats had on them from their heyday nearly a decade earlier. Spearheaded by A$AP Yams, the A$AP Mob’s presence in 2011 and 2012 was just what Dipset was made of, and you didn’t even have to hear the group’s star, A$AP Rocky, praise Cam and his crew in interviews (as he often did) to know that. Wiz Khalifa became a superstar and brought his Taylor Gang crew with him, all under the influence of Killa and Co. In fact, he loves them so much, he actually tattooed “Purple Haze” on his legs in homage to Cam’s 2004 album.
In 2015, Funk Flex tried once more for a reunion, slightly over four years since the last one. There were promises of a huge tour, a new mixtape, a new movement, but after a sprinkle of shows and one lackluster song, that too fell apart. If it hadn’t been apparent before, it was clear now—things would never be the same.
“The thing is, I don’t think that they mended the relationships yet,” Un says of why it didn’t work out the second time. “It was just an opportunity that they took. I don’t think they were all the way eye to eye yet. It was like Flex loved them so much, he didn’t want to see a legacy die.”
Ever the optimist, Flex still sees a chance to make things happen.
“I still think the mixtape is going to happen. If people can get together twice, they can get together a third time, so I’m confident it will happen again.”
It’s 2017 now, and instead of new music, we get Cam’Ron and Juelz on Love & Hip-Hop, the reality show that Jim kicked off a few years back. We get Cam and Jim sparring in Instagram comments. We get an emotional Jim detailing the downfall of the empire while talking to Flex, and a typical Cam response from his dining room table on an hour-long Instagram live stream. This isn’t the group we grew up on, but it’s the group we’re going to have to accept.
“That shit will never work out. The movement’s over, and it’s literally because of Jim and Cam,” Shiest says. “It’s like damn, all this legacy and all these talented people, and it just lies upon them two niggas. That’s some bullshit, but it is what it is. Nobody cares now, because everybody has their own lives that they have to lead.”
For now, we’ll just have to clutch our Diplomats bandana tightly and bump “I’m Ready” during summer cookouts, fondly reminiscing over that time the group threw chairs during a concert brawl that was broadcasted on Smack DVD, or the time they held down the Summer Jam stage in place of Nas as he went over to Power 105 to diss all of Hot97, resulting in an epic batch of shit-talking and diss records on Diplomats Vol. 2. All good things do come to an end eventually, and even if they do put those differences aside one more time, things still will never be the same.
“It definitely hurts not to see the bird flying high,” says Un, “but when I see groups like A$AP Mob, it puts a smile on my face because I know where the influence comes from.”