Earlier this month, J. Cole made headlines when he finally unleashed his highly anticipated new album The Off-Season, and now he’s wasting no time delivering the quality visuals. First up was “a m a r i,” which is the second cut from the track list, and up next is the freshly released “a p p l y i n g . p r e s s u r e” video. On the track, the platinum rapper gives a clear example of him applying the track’s title right to his craft:
Applying pressure started my grind where crime festers, and nines showing like they in they second trimesters (Crazy)/ That’s why when n***as throw a shot or two online, I pay no mind to their benign gestures (Mm) N***a, plеase,
I got my mind on much bigger things, to say the lеast/ My latest speeches sound like they was released by David East (What up, East?)/ Verses hit hard, never pitched hard or played the streets, these n***as’ whips hard, behind closed doors, can’t pay the lease
The project broke his no features streak he had going for his solo projects as we saw assists from 21 Savage, fellow Carolinian Morray, Lil Baby, 6lack, and Dreamville teammate and frequent collaborator Bas.
Ahead of The Off-Season’s release, J. Cole dropped off a documentary detailing the album’s concept and how it came about. As he explained, it’s a reference to his mixtape The Warm Up: “One more time before I leave, before I feel fulfilled in this game, let me try to reach new heights from a skill level standpoint,” he added. Other moments in the documentary see Cole revisiting his old home in Queens, New York City, and him reflecting on how Pharrell inspired him to make music with a schedule in mind.
Be sure to watch J. Cole’s brand new music video for “a p p l y i n g . p r e s s u r e” down below.