Most artists see promoting their album as a necessity, a non-artistic endeavor to simply get out of the way. Promotion, after all, has taken over entertainment, and can be exhausting for both artists and fans. Some artists, however, see promotion as an opportunity, which opens up a new world of opportunity.
For those who don't know who J. Cole is, he's most well known for being Jay-Z's protoge, as well as the song Work Out. The wunderkid released his first album last year after a string of highly succesful mixtapes.
J. Cole's new album is entitled Born Sinner. The announcement video above hints, of course, towards religous themes, and more so towards themes of duality. The most interesting part, however, comes towards the end.
The title Born Sinner hints towards dark themes. So it's only fitting that, at the end, as young J. Cole kneels at the altar, the lights go out, the wind blows out the candles, and the beat drops...
As the clip cuts to black, I can't wait to hear what comes next, and that is the power of bringing art into promotion.