Next Level: Roc Nation’s J. Cole puts NC on the hip-hop map

J. Cole is the first artist signed to Jay-Z's Roc Nation label.

By Kia O. Moore (kia@mingleberry.com)

Fayetteville native Jermaine Cole (J. Cole) posses the talent to make the hip-hop world recognize N.C. as the miniature N.Y.C. of the South. With the demeanor and lyrical dexterity of the great Regional Era (’93-’00) MC’s, this fresh faced rap rookie is gunning for the summa cum laude¹ title in hip-hop’s New School Class of rappers.

This magna cum laude² St. John’s University alum was the first artist signed to Jay-Z’s Roc Nation label. He was handpicked by Mr. S. Carter himself, and was featured on the Blueprint 3 album. Jay-Z allowed him to lay a verse down on the track “A star is born.” It is not uncommon for Jay-Z to feature unknown artists and producers on his tracks. In an Associated Press article Jay-Z said that he loves the energy that raw talent brings to his albums. He also loves to give newcomers the opportunity to crossover into the mainstream.

However, Cole’s first encounter with Jay-Z back in September 2007 was vastly different than the day he was ordained the poster boy of Roc Nation. Inspired by the news of Jay-Z’s forthcoming album, “American Gangster”, Cole devised a plan to break into the music industry that year. Within hours of hearing the news of the new album, Cole had composed a CD of beats for Jay-Z. He and a friend stood in the rain awaiting Jay-Z arrival to Roc the Mic Studio, located in N.Y.C. After two-and-a-half hours, Jay-Z’s black Rolls Royce Phantom glided up to the studio entrance. Cole moved shyly toward Jay-Z, muttered something, and placed the CD into Jay- Z’s hand. “Man, I don’t want that,” he said. At that moment, Cole’s impression of Jay-Z went from adoration to detestation. “I thought he was evil at that point — cause it caught me off guard, I had such high hopes, that just one little phrase like that from him [was devastating].”

By November 2008, J. Cole had garnered enough industry buzz and had grown his contact list long enough to get his rap CD to the ear of Jay-Z. As soon as he listened to a few bars of Cole’s song  “Lights Please,” Jay-Z wanted to know who this J. Cole kid was. Cole was a disbeliever when he was informed that Jay-Z wanted to meet with him. He became a devout and very nervous believer once he was sitting in the waiting room outside the business office where he would talk business with Jay-Z.

After Cole played five songs, Jay-Z  non-verbally ordained Cole the trailblazer of Roc Nation. Cole said, “Jay-Z’s reactions are incredible when he’s feeling some shit, ’cause a) He’s Jay-Z, so you’re already gassed, and b) He’s looking dead in your eyes, bobbing his head, intensely in the music. The best part about it is, when he’s feeling something, when there’s a line that he likes, he gives you that, ‘Wooooooo!’ and he’ll let you know that he’s feeling it. It’s a three hour meeting and we only played five songs, so the rest of the time, we’re talking and building [a plan for my music career].”

Before Cole got a deal he already believed he was going to takeover the hip-hop industry. He felt his music had that “je ne sais quoi” that people would be unable to overlook. “Me being from North Carolina with an East Coast flow, but still repping the South and having all the culture of the South in my music, that shit set me apart so much. If I was from New York, I probably wouldn’t have gotten this deal,” said Cole.

Cole predicted he would land a record deal with a major label by 2009. On his “braggadocios” mixtape titled The Warm Up Cole lyrical paints a picture of a young man that knows how talented he is, but has to work overtime to make sure everyone else knows it too.

Since the age of 12, J. Cole knew that hip-hop would be his route to fame and undeniable respect. “I’m not addicted to some idea of stardom, I don’t give a fuck about that. It’s more a respect factor. I’d rather be known as the best, but not just the best to hip-hop fans, I want the world to know.” He continued, “I just want people to know the name and appreciate the music. That’s all it was ever about. There were never fantasies about money or ballin’ out of control.”

________________________________________________________________

Quotes provided by Black Book Magazine writer Nadeska Alexis, Complex Magazine interviewer Damien Scott, Let’s All Just Say Cheese blogger Shauna Barbosa and ABC News writer Stephanie Wash

________________________________________________________________

1.     summa cum luade: the highest praise: used in diplomas to grant the highest three special honors for grades above average.

2.      magna cum luade: with great praise: used in diplomas to designate the next to highest of three honors  for grades above average.

To listen to J. Cole’s mixtape “The Warm Up,” click the pic below.

The mixtape "The Warm Up" features the song "Lights Please", which caught the ear of Jay-Z.