J. Cole linked up with the NBA on ESPN for an official promo venture. The performance piece includes a video montage of NBA talent, over which J. Cole lays a fiery verse describing the images as they appear. The sheer economy of J. Cole’s verse allows him to comprehensively lay out all the storylines of the 2018 NBA playoffs in under a minute and a half.
J. Cole begins his verse by tossing up the usual suspects. He names the Golden State Warriors as favorites to repeat, calls attention to the weight on Lebron’s shoulder, the chip on Russell Westbrook’s, and James Harden’s motivation to be the very best in the sport. Each member of the quadrant generally lives up to the monolithic praise on entertainment value alone.
— NBA on ESPN (@ESPNNBA) April 14, 2018
“Boys become men when postseasons begin” Cole opins as the Donovan Mitchell, Ben Simmons and Jayson Tatum take flight on the baseline. Cole clearly an avid fan of the pro game, also warns: “Watch out for the quiet ones, they bring the storm.” You might the play call of “It’s a Cole world right now” in 2012 when J. Cole finished a give-and-go with Kevin Hart in the Celebrity All-Star Game. Enjoy the NBA playoffs, they start today in two different time zones.