J. Cole Is Finally Dropping ‘The Fall-Off’

J. Cole announced that his new album, the highly anticipated The Fall-Off, is dropping on Feb. 6.

Cole posted to his X account a short video teasing the music. In the video, we see Cole at a carwash and a diner while a voice breaks down the transient nature of fame in show business, using the example of famous actors or musicians who eventually fade from prominence. 

“Everything is supposed to go away eventually,” the voice explains. “It’s like, oh, this guy used to be famous, and then he fell off. What happened? And they want to point to, they did this and this, and they made some sort of mistake.”

The voice says that the public often criticizes these individuals for their decline, failing to recognize the rarity and unpredictability of achieving fame in the first place.

“So few people reach that level,” it says. “Yes, of course, it’s not going to last forever, because somebody else has to take that spot.”

It continues: “And that's how show business has been since forever. But no, they always want to say, oh, that guy fell off. They want to look down on him for just going through the natural cycle of rising and falling.”