J Cole muses on going from zero to hero in “Amari” MV

The song arrived on his new album, ‘The Off-Season.’

J Cole has shared a new visual for The Off-Season cut, “Amari.”

The North Carolina star teamed up with director Mez For Heirs for the clip, in which he visits his college dorm, spits verses in front of a raging fire and more.

Co-produced by Cole, T-Minus and Timbaland, “Amari” sees the rapper boasting about his lyrical prowess, while reflecting on the hard work and humbling situations it took to get him there. The visual reflects these themes, as Cole flexes with his team and hangs plaques on his college dorm wall as a Dreamville-branded helicopter flies overhead.


“Imagination turned a Honda into Wraith / I was doin’ 80 on the interstate / Tryna make it back before my class started / Country n***a never seen a passport / ’Til I popped off and got a bag for it,” he raps.

The video also ends with a quick message: “Hold on to your inner child,” a possible reference to the song’s title. According to rapper Bas, “Amari” is the name of Dreamville co-founder Ibrahim Hamad’s son, who is also Bas’ nephew.

“Amari” emerged as an early fan favorite on The Off-Season, along with album opener “95 South,” “My Life”, “Applying Pressure” and “Pride is the Devil,” which features Lil Baby. The week of the record’s release, Cole shared the documentary Applying Pressure, which gave insight into its creation.


Watch Cole’s new video for “Amari” below:

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