J. Cole's hardly promoting his new album on his own but The Off-Season is definitely among the best rap releases of the year. The latest offering from the Fayetteville native has seen tremendous success. It debuted at the top of the Billboard 200, plus, four songs off of the album debuted within the top 10 on the Billboard Hot 100. While the rapper might be overseas carrying out his dreams of being a pro-baller, he isn't neglecting his promotional duties.
Today, the rapper unveiled another visual off of his latest project. This time, he delivers the music video for "Applying Pressure." The Scott Lazar-directed music video finds Cole throughout various parts of NYC including an empty subway. At one point, Dave East, who Cole shouts out on the record, makes a brief cameo.
Peep the latest visual from Cole above.
About The Author
Aron A. is a features editor for HotNewHipHop. Beginning his tenure at HotNewHipHop in July 2017, he has comprehensively documented the biggest stories in the culture over the past few years.
Throughout his time, Aron’s helped introduce a number of buzzing up-and-coming artists to our audience, identifying regional trends and highlighting hip-hop from across the globe. As a Canadian-based music journalist, he has also made a concerted effort to put spotlights on artists hailing from North of the border as part of Rise & Grind, the weekly interview series that he created and launched in 2021.
Aron also broke a number of stories through his extensive interviews with beloved figures in the culture. These include industry vets (Quality Control co-founder Kevin "Coach K" Lee, Wayno Clark), definitive producers (DJ Paul, Hit-Boy, Zaytoven), cultural disruptors (Soulja Boy), lyrical heavyweights (Pusha T, Styles P, Danny Brown), cultural pioneers (Dapper Dan, Big Daddy Kane), and the next generation of stars (Lil Durk, Latto, Fivio Foreign, Denzel Curry). Aron also penned cover stories with the likes of Rick Ross, Central Cee, Moneybagg Yo, Vince Staples, and Bobby Shmurda.
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