In the video, the North Carolina rapper stands on a red carpet amongst an audience at what looks like an award show and raps his first verse in a red and blue windbreaker.
Then at the :40 mark Cole continues rapping inside of a morgue.
Cole then takes a page of out of director Jordan Peele’s book from his highly acclaimed film Get Out, and replicates the filmmaker’s set production where taxidermy’s were on the dungeon wall, but instead it’s a mockery of “your favorite rappers”.
Perhaps Cole is trying to send the message that popular rappers are in “the sunken place”.
He also takes the cinematic narrative a bit further, and shows a white woman grocery shopping for black aesthetics like “baby hairs”.
The Mez-directed video was shot in Georgia. The rapper and director thanked Cole on Twitter for trusting him with his creative direction.
Cole also announced the release of Revenge of The Dreamers III compilation album, which is scheduled to be released in April. He shared the news via a Youtube chat with fans hours before dropping the video.