J Cole has dropped a video for “Applying Pressure,” the second visual to come from his album The Off-Season.
The Scott Lazer-directed clip comes days after the record debuted at the top spot on the Billboard charts, making it Cole’s sixth straight no. 1 album. The North Carolina rapper heads to New York City for the clip, dancing through a parking garage, a subway platform and a deserted basketball court as skyscrapers loom behind him.
Cole raps earnestly, and boastfully, about rappers who flaunt wealth that they don’t actually have. “These n***as’ whips hard, behind closed doors, can’t pay the lease / Ain’t nothin’ wrong with livin’ check to check ’cause most have to / Instead of cappin’, why don’t you talk about being a broke rapper? / That’s a perspective I respect because it’s real,” he rhymes. “Envy keep your pockets empty, so just focus on you / If you broke and clownin’ a millionaire, the joke is on you.”
The visual also features a cameo from Dave East, who appears when Cole shouts him out in the song’s first verse: “My latest speeches sound like they were released by David East (What up East?)”
Besides “Applying Pressure,” Cole’s sixth studio album also included tracks like “Amari,” “My Life” with 21 Savage and Morray, “95 South” and “Pride is the Devil” featuring Lil Baby.
Watch Cole’s new visual for “Applying Pressure” below: