"For the past 10 years, this album has been hand crafted with one intention: a personal challenge to myself to create my best work. To do on my last what I was unable to do on my first."
"Though each scene takes place within the same studio walls through a looping cycle, viewers move through a multitude of defining moments: a funeral scene, a wedding, writing music in solitude, and rewatching home videos from 1992. Because it's shot on film, the grain and warm color grading strengthen the through line of nostalgia and memory."
J. Cole's second track from his double album 'The Fall-Off Is Inevitable' features a music video directed by Palestinian-American filmmaker Ryan Doubiago that presents the rapper's life and career in reverse chronological order. Shot on film with warm color grading, the video captures multiple defining moments including a funeral, wedding, songwriting sessions, and home videos from 1992, all within the same studio space. Cole opens with a statement about spending ten years crafting the album as a personal challenge to create his best work. The video concludes with a full-circle moment as studio equipment floats behind him, emphasizing that this seventh album is his final project, marked by a return to selling CDs from his car trunk for one dollar each.
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