SWIZZ BEATZ PRODUCER TAG

Who says the Swizz Beatz producer tag?

Swizz Beatz himself. Swizz predates the modern tag — instead of one fixed drop he floods his beats with self-voiced ad-libs, and “It's showtime!” (he's the self-styled Mr.

What does Swizz Beatz's tag say?

The tag is “It's showtime!”. You can hear it on “Ruff Ryders' Anthem” by DMX (1998).

What song was the Swizz Beatz tag first heard on?

It was made famous by Ruff Ryders' Anthem (DMX) in 1998. Earlier uses may exist; this is the record that made the tag recognisable.

Who voiced the Swizz Beatz tag — and where did it come from?

Swizz predates the modern tag — instead of one fixed drop he floods his beats with self-voiced ad-libs, and “It's showtime!” (he's the self-styled Mr. Showtime) is the closest thing to a canonical one. “RIIIGHT”, “y'all gon learn today”, “G-G-G-Go-head” — the repertoire is the signature.

It started with “Ruff Ryders' Anthem” (1998), the beat DMX only recorded after losing a bet to a 19-year-old Swizz. His shouted hype vocals all over the record became the trademark that every later producer-as-hypeman inherited.

That makes Swizz the bridge between the DJ-shout era and the produced tag: proof that a producer's voice on the record — anywhere on it — is branding, whether or not it's a two-second drop at the top.

What songs use the Swizz Beatz tag?

• Ruff Ryders' Anthem — DMX (1998)
• Upgrade U — Beyoncé ft. Jay-Z (2006)
• On to the Next One — Jay-Z (2009)

Related tags

Want a tag like this?

• How to make a producer tag — phrase, voice, FX →
• Where Swizz Beatz puts the tag — placement rules →
• How East Coast tags are processed →