Russell Simmons:
"In 1984 Run-D.M.C.'s 'Rock Box' got on MTV; the only other black artist playing there at the time was Michael Jackson. Jackson had his hair straightened and his nose broken to get on MTV. In 'Rock Box' Run-D.M.C. had a line, "No curls no braid/ Peasy head and still get paid." The difference between Michael Jackson and Run-D.M.C. was that Run-D.M.C. was speaking about the community from the community perspective. They sold the style and the culture and the aggression and all that came from hip-hop, they sold it honestly to the public."
Ed Lover:
"When 'Rock Box' came out that was like wow! It was a full-blown production. It had a story and it made sense, and it was Run and D.M.C. and the little kid with the hat on in this dark club. Run-D.M.C. was from the same neighborhood I was from, and I used to see them like everyday up on the avenue. I was like, 'Whoa, man this is for real. This is not just gonna be shifted to the side.'"
Nelson George:
""Rock Box" was a very calculated and successful attempt to merge the hip-hop and rock aesthetic. That's why Russell Simmons shot the video at Danceteria. There's a little white kid who runs through the crowd - very calculated. The Danceteria was where uptown and downtown met. Madonna would be at that club. Joe Jackson would be at that club. So would Kurtis Blow. The actual setting was very important in terms of what they were trying to accomplish with the video."
Doug E. Fresh:
"We was looking at them like, 'Let's see how real Run-D.M.C. is,' and when they put together "Rock Box," it was a wrap. It was over. There was no way you could deny Run-D.M.C.'s position in the hip-hop game. It was one of those records that you know will never die."
