J. Cole Releases Cinematic Visual For ‘Amari’

The video, directed by Mez for Heirs, finds Cole rocking a number of styles and braving the elements as a helicopter trails him.

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Cole video
Photo: Steven Ferdman/Getty Images

J. Cole has released a visual for “a m a r i,” one of the tracks from his new album, The Off-Season. The video, directed by Mez for Heirs, finds Cole rocking a number of styles and braving the elements as a helicopter trails him.

The video includes a brief inspirational message at the end, as “Hold onto your inner child” quickly flashes across the screen. “a m a r i” is the album’s second track, and already one of the most popular, with over 1.4 million views on YouTube in its first six hours live.

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The Off-Season is 12 tracks long, and features guest verses from 21 Savage, Morray, Bas, and Lil Baby. The songs are uniquely titled, with each letter of each track spaced out. Previously released single “i n t e r l u d e” is the album’s ninth track, and 21 Savage, who appeared during the beginning of J. Cole’s mini-documentary, Applying Pressue: The Off-Season, turns in a sterling verse on “my.life.”

The album features a bevy of top-tier producers, including Timbaland, Boi-1da, DJ Dahi, Jake One, Frank Dukes, Tae Beast, Maneesh, Wu10, Sucuki, Coleman, Tommy Parker, Mario Luciano, T-Minus, and Cole himself.

The album has already been met with strong reviews including Variety who wrote, “Cole’s new record, ‘The Off-Season,’ sits in the midway point of his exit plan, and also reads as a turning point. Stripped down to an at once polished and grimy mixture of soul samples, seizuring trap hi-hats, and boom-bap drums, Cole offers, amid some moments of grave contemplation, a kind of mixtape-energy record of lyrical exercises and bangers.”

Shortly before the release of the album, Cole announced that he would be playing basketball for the Rwandan club team Patriots BBC. Rumor has it he may hit the court as early as this Sunday. Regardless of his skills on the court, Cole is still finding time to drop inspiring content surrounding the release of The Off-Season.

Buy or stream J. Cole’s The Off-Season.

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