“What They Do” is a standout moment on The Roots‘ 1996 album Illadelph Halflife, both musically and in the clarity of its message. On this track, The Roots delivers a biting critique of the mainstream Hip Hop industry’s obsession with materialism and superficiality. Black Thought’s verses lay bare the shallow glamour projected by many of his peers, dismantling the facade with lines that question the need for flashy cars, expensive champagne, and rented mansions. His lyrics push back on the allure of over-the-top lifestyles.

The accompanying video deepens this critique, using humor to depict exaggerated scenes of industry clichés: gold chains, luxury cars, and champagne showers, all undercut by ironic captions. The song’s hook, sung smoothly by Raphael Saadiq, reinforces the message by pointing out the difference between the personas rappers adopt and the reality that often sits behind the curtain. It’s a stark reminder of how easily the audience can be drawn into a glorified image, while The Roots advocates for authenticity and staying true to one’s values.

Musically, “What They Do” also hints at the group’s future path, blending their core Hip Hop style with the Neo-Soul sound that would characterize their later collaborations and projects. Questlove’s production strikes a delicate balance, with a laid-back groove that complements Saadiq’s vocals and gives Black Thought’s verses room to resonate. The song remains a timeless critique, relevant even today in a culture that often places more value on image than substance, and it captures The Roots’ unique commitment to honesty within their music.