SWIZZ BEATZ PRODUCER TAG

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 →