Twenty-seven years after its release, the music video for Busta Rhymes ‘ and Janet Jackson collaboration “What’s It Gonna Be?!” remains one of hip-hop’s most visually stunning moments—and now, the rapper is pulling back the curtain on the extraordinary lengths he took to make it happen.
From nearly crashing his car upon hearing Janet Jackson speak his name on the radio to financing a $2.4 million video budget that left executives stunned, Busta Rhymes’ story is one of preparation, patience, and a willingness to bet on himself. The Busta Rhymes Janet Jackson video shoot became a landmark moment in music history, blending cutting-edge special effects with an attention to detail that defined an era of excess and artistry.
A Phone Call That Changed Everything
In a resurfaced 2024 interview on the “All the Smoke” podcast with Matt Barnes and Stephen Jackson, Busta Rhymes recalled the exact moment his dream collaboration became a tangible reality. He was driving on the Belt Parkway when he heard Hot97 radio host Angie Martinez ask Janet Jackson which rappers she had never worked with but would like to.
“She said, ‘Busta Rhymes.’ I almost crashed my car,” the rapper remembered. “I pulled over — I’m on the Belt Parkway — I pulled over and immediately called Mona Scott-Young.”
The call set in motion a chain of events that would require equal parts strategy and nerve. Busta told Mona—then co-founder of his management company Violator—to secure the collaboration immediately. There was just one problem: he didn’t actually have a song ready.
Setting the Stage: Flowers, Fragrances, and Security Sweeps
When Jackson agreed to record, Busta knew he had to create an environment that matched her stature. He meticulously prepared the studio hours before her arrival, filling it with her favourite flowers, candles, and fragrances—a detail fans have since celebrated as the epitome of intentionality.
But the preparation went beyond ambience. Jackson’s security team conducted a thorough sweep of every room before she entered, searching for “wire taps and bugs everywhere,” Busta recalled. Rather than linger, the rapper made a conscious decision to exit.
“I bounced. I didn’t want to be around her to do some stuff wrong,” he explained. “I’m not f—g this moment up, not even on accident.”
The Vision: ‘Terminator 2’ Meets Hip-Hop
The song itself came together smoothly, but Busta’s ambitions for the music video were on an entirely different scale. Inspired by the groundbreaking liquid metal effects in ‘Terminator 2: Judgment Day,’ which revolutionized visual effects in film and music videos, he knew exactly what he wanted to push the boundaries of creativity and technology.
“That ‘Terminator 2’ movie came out, and I saw that s—t, I said, ‘Yeah, this is it,'” Busta recalled. “All that liquidy, make you wet s—t, wet dream all that talk. Call Hype Williams, I said, ‘This is what we’re doing, big bro.'”
Director Hype Williams, already legendary for his work on music videos throughout the 1990s, brought Busta’s vision to life. But the visual effects company tasked with executing the liquid metal aesthetic, Digital Domain, came with a hefty price tag—and little room for negotiation.
A $2.4 Million Gamble
The final budget for the “What’s It Gonna Be?!” video soared past $2.4 million, making it one of the most expensive music videos ever produced at the time. Industry executives were reportedly stunned by the scale of the production.
Busta later accused Digital Domain of “overcharging” due to the company’s recent success with the Oscar-winning visual effects in “Titanic.” “There was no negotiating with them. You were robbed,” he said. Still, he added, “I mean, the finished project was phenomenal.”
The financial risk was significant, but the payoff justified the investment. The video became an instant classic, dominating MTV and BET and cementing both artists’ places in pop culture history.
Janet Jackson’s Perspective: 11 Hours of Preparation
Janet Jackson offered her own glimpse into the demanding production process during a 2021 interview. She revealed that achieving the video’s futuristic aesthetic required an 11-hour styling session, with her elaborate wardrobe designed by stylist June Ambrose, featuring dramatic visuals like black cock feathers on her lashes, black lips, and cock rings on her dress and nails-elements that helped define the video’s iconic look.
“The mockup lasted, but the original outfit has weathered away because of the materials and because of the time, and being so old,” Jackson said.
She also addressed one of the video’s most memorable moments—a scene where she appears to lick her tongue provocatively toward the camera. According to Jackson, the moment was accidental: her beauty mark had shifted onto her lip, and she was simply trying to remove it with her tongue without ruining the take.
Fan Reactions: Genius, Intention, and Nostalgia
The resurfacing of Busta’s interview has reignited fan appreciation for the level of intention behind the collaboration. Social media users have flooded platforms with admiration for the rapper’s approach.
“Busta is a genius,” one person declared. Another offered a lesson in perseverance: “Imagine if he’d second-guessed himself… Stay confident, stay prepared.”
Many focused on the smaller details that revealed Busta’s mindset. “It’s him being intentional, researching her favourite flowers, candles, and fragrances and dressing the studio up for me,” one commenter wrote. Another pointed to the bigger picture, noting, “Busta’s career is earmarked by seizing his opportunities at every turn.”
A Lasting Legacy
“What’s It Gonna Be?!” climbed the charts, earned a Grammy Award for Best Rap Performance by a Duo or Group, and remains a defining moment in both artists’ careers. Busta has described himself as a “Janet fanatic,” tracing his admiration from her early days as Penny on “Diff’rent Strokes” through her film roles in “Poetic Justice” and beyond.
The Busta Rhymes Janet Jackson collaboration stands as a testament to what happens when talent meets preparation. Busta’s willingness to invest millions in a video, his meticulous attention to Jackson’s comfort, and his ability to recognise and seize a once-in-a-lifetime opportunity created a moment that fans still celebrate nearly three decades later. The video’s influence can be seen in countless music videos that followed, and its place in pop culture history remains secure. As one fan succinctly put it, “The 90s were just different.”