North Carolina rapper J. Cole’s return to the music world has included this video for his latest single ATM, and the visuals are like some kind of twisted Dr. Seuss film mixed with early Eminem music videos. The song itself is a satirical take on the pursuit of money, with the chorus chanting “count it up, count it up”, and the visuals show us Cole in a padded cell made of dollar bills, whilst simultaneously riding through the sky on a golden throne and paying for a car by ripping off his right arm. The end shot is of Cole lying dead next to the car wreck after it falls out of the sky, before showing the words “Choose wisely”. Cole’s reputation for creating conscious rap doesn’t seem to show any signs of stopping, but at least he can make his music videos mean something whilst having a bit of fun.
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