♪ all that publicity stuff >> the zillas created their own record label and produced music videos. but according to authorities, these are more than just music videos. >> your typical gang rivals before were based off of territory, drugs, money. with technology being the way it is now and the way that gangs have evolved the youtube videos, the rap music, has been identified by law enforcement here in sacramento as one of the biggest contributing factors to the continued violence. everybody's trying to one-up each other. ♪ [ bleep ] [ bleep ] [ bleep ] >> when there's been a string of shootings or homicides a lot of times we can look on the internet and look for different videos on social media to see what people are saying, what they're rapping about. when i'm reviewing these videos i'm listening to the content, i'm looking at the people depicted in the videos.