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Rb Hip Hop

J. Cole Previews New Song in Big As the What? Tour Vlog

"The Fall-Off is like Hov dropping Reasonable Doubt last" the Dreamville boss raps.

J. Cole and Drake perform during the Dreamville Festival at Dorothea Dix Park on April 02, 2023 in Raleigh, North Carolina.

J. Cole and Drake perform during the Dreamville Festival at Dorothea Dix Park on April 02, 2023 in Raleigh, North Carolina.

Astrida Valigorsky/WireImage

J. Cole has been hinting at The Fall-Off possibly serving as his final album for years and he’s teased an unreleased song mentioning the elusive project from a burner account.

The “First Person Shooter” rapper uploaded a 10-minute vlog titled Might Delete Later, Vol. 1 which follows Cole’s unfiltered travels as part of the It’s All A Blur – Big As the What? Tour with Drake in the mold of a classic Smack DVD.


The raw clip has a little bit of everything with cameos from Drake as well as Bas and J. Cole’s manager Ibrahim Hammad.

About four minutes in, Cole previews the new track where he sounds hungry to make 2024 another banner year as he peppers the ominous production with hard-hitting rhymes.

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“There’s not a rap n—a breathing that could outlast/ The Fall-Off is like Hov dropping Reasonable Doubt last” the Dreamville boss raps in an homage to Jay-Z. “We from the South where learn all about stashing.”

Another scene features the North Carolina native complaining about how he hasn’t sharpened his production skills in a while and as a result, his rapping mastery has lapped his dexterity behind the boards. Cole also revealed he’s recently been in the studio with Metro Boomin.

“It’s like I have a desire like, man, I want to get back to making beats. I want to get back good but then I’m like it’s been so long and I’ve been putting so much work in on the rap s–t that I’m so far behind now on the production. I’m the worst I’ve ever been,” he admitted.

J. Cole’s last album, The Off-Season, arrived in May 2021 and the blockbuster soared to earn himself his sixth No. 1 on the Billboard 200 with 282,000 total album units sold in the first week.

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The rap dignitary is currently trekking across North America with Drake as a guest on his It’s All A Blur — Big As the What? Tour, which invades Ohio this week with shows on tap in Columbus and a pair in Cleveland.

Watch the vlog below and find the unreleased track around the 4:30 mark.

This article was first published by Billboard U.S.

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Executive of the Week: Justin West of Secret City Records on the Secrets of Independent Music Success​
FYI

Executive of the Week: Justin West of Secret City Records on the Secrets of Independent Music Success​

The man behind one of Canada's most successful indie labels talks about the late-blooming success of French-language streaming record-holder Patrick Watson, why he builds long-term relationships with artists, and why it's important for the indie sector to work together.

Justin West is a leader and advocate in Canada’s independent music scene, but he didn’t plan it out that way. When he started his record label Secret City Records in Montreal in the mid-2000s, it was out of necessity. He had met an artist he loved and wanted to build a career with, and the label was a means to do it. That artist was Patrick Watson, and 20 years later he — and Secret City — are more successful than ever.

West — a multiple time Billboard Canada Power Player – leads one of the biggest indie labels in Canada while also advocating for the sector on multiple boards both locally and internationally. When we speak to him for this Executive of the Week interview, he’s just returned from Banff for the National Summit on Artificial Intelligence and Culture, and is a central figure in discussions around the Online Streaming Act and collective negotiations with online streaming platforms.

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