He is really pushing the envelope with his videos lately, and it's refreshing and encouraging to see a hip-hop artist using their music videos for something other than half-naked women twerking or to show off their extravagant lifestyle.
In his new video for Crooked Smile, J. Cole tells a tragic story based on true events that will have your eyes watering by the end. Who cares that the video has nothing to do with the song? He uses his single simply as background music for this short film so that the message he is trying to promote in the video - about the war on drugs - takes precedence.
I won't ruin the video for you but have a tissue at the ready and watch below.
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