THIS is a powerful video. 5 Power Fists on this one, from J. Cole and his newest album KOD, which recently broke Spotify Records. This video is in so many ways, a clapback at rappers who seem to obsess on being part of the get money culture. Yes we all need it, but ‘how’ we go about getting it should matter. Often, it takes the right visuals to send that message. In ATM, J. Cole uses the right visuals, and the message is sent, loud and clear….

I know that it’s difficult
I’m stackin’ the paper it’s sorta habitual
I blow the residual
And fuckin’ yo bitch like its part of my ritual
Pardon the visual
But money, it give me a hard-on it’s typical
I want it in physical
A million dollars, I count up in intervals
Without it I’m miserable
Don’t wanna fall off so I’m all in my bag
Thankin’ God like it’s biblical
I know it’s gon’ solve every problem I have
– J. Cole, ATM

While we’re here to talk about the video itself, J. Cole did kinda come with a Migos flow to kick this off.

But, playing the role as the KOD, we see this character floating through the clouds. Behind him, feens on a carton and a container chasing ‘the high’.  Those feens, are children who we soon see Crash into this apartment where J. Cole, now playing another character is counting up his money.  Without it, he’s miserable… and by the end of the video we see how true it is.

The kids crash in, he and his girl go ‘on the run’, and his appetite for spending finally catches up with him.

Literally giving an arm and a leg for this lifestyle …. he crashes and burns. Maybe we should rethink a few things ….

These are the kinds of videos hip hop needs.