Ja Rule wants everyone to know he is a thug.

Pain is Love, Rule's latest release that is sitting high atop the charts, is full of references to murder, drugs and sexing the ladies. These themes are nothing new or different for this Bronx-born rapper's third album, but it seems Rule is leading a double life.

In recent months we've caught him canoodling with J. Lo in the ubiquitous "I'm Real" video, and during this year's MTV Video Music Awards he was rocking a Burberry hat, the same one that I — probably the most unthug-like person in the world — own.

Right down to its seemingly contradictory title, Pain is Love continues what Rule's previous albums began — he's a thug just looking for a little love. C'mon, clearly when he's not penning mega hits, he's obviously hard-core hurting.

There are "Dial M for Murder" and "Worldwide Gangsta" that help solidify his bad- boyness as well as the strong "The Inc.," which features a handful of his Murder Inc. Records crew. The song is laid out on top of a piercing beat and thumping bass line. Full of angry lyrics and an irresistible hook, it's everything a thug would love.

The pain can be seen on tracks like "Never Again" and the title tune. His rapping skillfully portrays his emotions, a task that should at least be acknowledged because of its rarity in music if not for its honesty.

The insightful lyrics along with his throaty voice have garnered Rule his share of 2Pac comparisons, and Rule brings this to the forefront in the duet with the late rapper, "So Much Pain."

Featuring samples from a 2Pac song, the similarities between the two are obvious but Rule, while talented, is not quite as dynamic as 2Pac.

While his albums are filled with wounded thug songs, Rule's biggest hits have fallen only somewhere in the middle of these two types.

The strongest tunes on the album seem to fall under his standard mold of club-ready beats, a great hook and a hot female singer to aid in the process. (See last year's "Between Me and You" and "Put it on Me.")

The first single, "Livin' It Up" — although the good looking singer happens to be male this time — is currently red hot and the most radio-friendly song on the entire album.

Featuring the smooth voice of Case and a great hook and beat courtesy of a Stevie Wonder tune, Rule's lyrical styling blends perfectly, creating one of the gems of Pain is Love.

"Always on Time," the planned second single, enlists pretty young thing Ashanti for vocals and just like Rule's previous chart-toppers, his raspy tone contrasts with her sweet voice for what sounds like yet another hit for him and probably a nice record deal for her.

His multiple personalities may get a little distracting if you're listening to "Dial M for Murder" while thinking about his snuggling with Miss Lopez, but Rule has no plans of leaving the music scene any time soon, with his fourth album already in the works.

It looks like we're just going to have to accept that — as Rule says it best — "every thug need a lady, baby."