We’re kinda fans of North Carolina-bred J. Cole here at LIAS, mostly cos when he’s clever he shines with the brightness of guys like Lupe. Sure they’re not all bangers, but Cole’s got a penchant for wordplay and narrative that shows a promise missing in the present day landscape of hip hop. In the first video leading up to his debut, J. Cole, 25, walks through his native Fayetteville, North Carolina like a pied piper, being followed by kids, marching bands and mobs while his rhymes heats shit up…literally. And the video, directed by BBGUN (same guys who shot Asher Roth’s “Muddy Swim Trunks” video), was shot on film in one continuous take, not cuts (this was the second take). Although pinned with the dreaded “Jay Z’s protege” curse, hopefully Cole can escape the same fate as some of the previous holders of that banner (where art thou now, Lady Sovereign, Memphis Bleek, et al?). If you don’t have his The Warm Up mixtape by now, download it Here, Here or Here. It’s well worth it.
