The hype surrounding J. Cole's debut album, Cole World: The Sideline Story, is hitting a new gear, with only 12 days before it drops. On Wednesday, he dropped a video and a song — the vibrant clip for his radio-friendly-but-still-good single "Can't Get Enough" featuring Trey Songz and a rap-nerd's dream collaboration "Mr. Nice Watch" with his Roc Nation boss, Jay-Z.
The "Can't Get Enough" video is standard fare, bolstered by the natural beauty of Barbados and a cameo from Rihanna. The video is fine, but it's the song that could help the North Carolina rapper win over some casual hip-hop fans. Brian Kidd's beat works wonders with its prominent guitar lick and luxurious vibe. Cole and Songz do right by staying out of its way, saying just enough to keep the track moving forward.
As for that long-awaited, Jay-Z/J. Cole track? After a few listens, it's a solid album cut but no game-changer. Cole's skittering backdrop (he handles most of the production on the Sideline Story) allows the freshman and professor to keep the rhymes simple. "Hurry up with your pictures please / I gotta make history," Cole instructs. Jay's fascination with timepieces continues with this opening internal rhyme: "Got a Hublot, call it Tebow / I strap that bitch with a gator band."
J. Cole plays Baltimore Soundstage Oct. 20. Tickets are available here.