After the mainstream release of Ruff Ryders Anthem by DMX feat Swizz Beatz a motorcycle revolution was started. Bike sales went up, more people wanted to ride in large numbers, and any trick performed on a sportbike was considered Ruff Ryding or a Ruff Ryder. After touring the country a member of the stunt team realized that there was a following for the Ruff Ryders stunt team outside of the following for the music and artist. This is when Ruff Ryders decided to extend it's brand to the streets. At the time it had to make business sense for the betterment of the music label so the brand was licensed to local markets to create the ultimate street team to assist in record promotions. Since then this venture has taken on a life of it's own with divisions that represent the lifestyle of an urban NYC native; hence the name "Ruff Ryders Lifestyles" aka "RRLifestyles" for short.