What is J. Cole Doing?

Let’s address this new album.

“Not what you think it is, that’s his missing arm.” Source: YouTube

If I’m being honest, I have no clue what J. Cole has been doing lately. But, I definitely know what he’s doing right now. It’s very apparent.

April 20th of 2018, J. Cole dropped a brand new 12-track album, KOD. I still don’t know what this stands for, but my guess is “King Of something.” That seems to be what’s going on here.

Left field

I don’t keep up with Cole, so I had no idea this was coming until it was right there on my phone. You know what’s crazy? How prominent and distinguishable his album concept is.

It’s a cartoon-ish temptation of euphoria. Cole is this weary, encrusted King.

There’s a back lay of a drug-intensified trope — these kids are exploring complete influence of money and substance. It almost has a Stranger Things nod.

Source: YouTube via VEVO

With this record, one thing is clear:

J. Cole is one wise motherf***

ATM

Once I arrived on track 5 this morning, I knew it was a wrap.

I spotted it instantly.

I tweeted this at 9AM. The music video dropped 3 hours later.

And the video? Woooow. 👏

The Video

I’ll say this: ATM’s video can only be described as innovative. You ever just know when you see something you’ve never ever seen before? I can say with confidence, the video’s theatrics are unbeknownst in the current state of hip-hop.

It’s a feeew steps ahead.