Run-DMC
King of Rock, Raising Hell and mainstream success

After the success of their first album, Run-DMC looked to branch out on their follow-up. The release of King of Rock in 1985 saw the group furthering their rap rock fusion on songs like "Can You Rock It Like This" and the title track; while "Roots, Rap, Reggae" was one of the first rap/dancehall hybrids. The music video for the single "Rock Box" was the first ever hip hop music video to be broadcast on MTV and received heavy rotation from the channel. The song was the group's most popular hit at that point and the album was certified platinum. Run-DMC performed at the legendary Live Aid benefit shortly after Rock Box was released.

In late-1985, Run-DMC were featured in the hip hop film Krush Groove, a fictionalized retelling of Russell Simmons ' rise as a hip hop entrepreneur and his struggles to get his own label, Def Jam Recordings, off the ground. The film featured a young Blair Underwood as Russell, along with appearances by old-school legend Kurtis Blow, The Fat Boys, teen pop act New Edition, LL Cool J, Prince protegee Sheila E., and hip hop's first successful White rap group, the Beastie Boys, who were signed to Simmons' Def Jam label. The film was a hit in cinemas and was further proof of hip hop's continued mainstream visibility.

Returning to the studio in 1986, the group teamed with producer Rick Rubin for their third album. Rubin had just produced LL Cool J's debut album Radio. They later released their third album, titled Raising Hell, which became the group's most successful album and one of the best-selling rap albums of all time. The album was certified double-platinum and peaked at number three on the charts.

They were almost done with the album, but Rubin thought that it needed an element that would appeal to rock fans as well. This spurred the lead single " Walk This Way ", a collaboration with the group Aerosmith, who years earlier had done their original version of the classic hard rock song on their album Toys in the Attic. The original intention was to just rap over a sample of the song, but Rubin and Jay insisted on doing a complete cover version. Members of the group Aerosmith (including Steven Tyler and Joe Perry) were called to join Run-DMC in the studio to add their vocals and guitars. The song and video became one of the biggest hits of the 1980s, reaching No. 4 on the Hot 100, and cemented Run-DMC's crossover status. It also resurrected Aerosmith's career. The single " My Adidas " led to the group signing a $1,600,000 endorsement deal with athletic apparel brand Adidas. Adidas formed a long-term relationship with Run-DMC and hip hop. This has been described as the "beginning of what we have come to know as hip hop fashion ".

The success of Raising Hell is often credited with kick-starting hip hop's golden age, when rap music's visibility, variety, and commercial viability exploded onto the national stage and became a global phenomenon. Their success paved the way for acts like LL Cool J and the Beastie Boys. The group toured in the wake of the album's success, but the Raising Hell Tour was marred by violence, particularly fights between rival street gangs in places like Los Angeles. Though Run-DMC's lyrics had been angry, confrontational and aggressive, they typically denounced crime and ignorance, but the media began to blame the group for the incidents. In the wake of the violence, Run-DMC would call for a day of peace between the gangs in Los Angeles.In 1987, following on from the Raising Hell Tour, Run-DMC embarked on the Together Forever Tour with the Beastie Boys.
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