J.Cole Returns With the Official “a m a r i” Video

Torry Threadcraft Torry Threadcraft is a writer who covers music, sports, and…
Source: YouTube

J.Cole releases the first music video from The Off-Season. 

On Friday, J.Cole released his highly-anticipated sixth studio album The Off-Season. The project features contributions from Cam’Ron, Timbaland, 21 Savage, and many more. On Monday, fresh off the first weekend of streams, he’s dropped the first video for “a m a r i.” Stream the video below.

The second track from the album, “amari” is produced by Cole, T-Minus, Sucuki, and Timbaland. The track is dedicated to Dreamville manager Ibrahim Hamad’s son, Amari. Amari is also Dreamville signee Bas’ labelmate. The song also includes a shoutout to fellow Fayetteville native-turned-New Yorker (former Knick) Dennis Smith Jr. “Album of the year,” Smith later wrote on Twitter.

The video was directed by Raleigh MC Mez, for Heirs Entertainment, a Black-owned media collective who’ve also previously worked with brands like Top Dawg Entertainment, Puma, and Nike. Mez previously turned heads on three tracks for Dr. Dre’s critically-acclaimed 2015 album Compton.

Fresh off the album’s release, Cole scored three points, notched three assists, and grabbed three rebounds in 17 minutes of action for his Basketball Africa League debut for the Rwanda Patriots. On Sunday, he joked about getting back into mid-season form on Instagram.

Last month, Cole’s Dreamville Ventures announced a partnership with Apple and the Marcus Graham Project to sponsor 12 students in the iCR8 Bootcamp, a program dedicated to shaking up the marketing and media industry. The two groups will work together to create music, TV, film, apparel, and live events.

Stay tuned for further updates on J.Cole and The Off-Season.

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