The second cut on disc 39 of his most recent double album, “The Fall-Off Is Inevitable” unfolds J. Cole’s life and professional career through a backward-moving narrative. Directed by Palestinian-American filmmaker Ryan Doubiago, the track’s accompanying music video visually captures the feeling of reminiscence, as the rapper looks back on his journey thus far.
Though each scene takes place within the same studio walls through a looping cycle, viewers move through a multitude of defining moments: a funeral scene, a wedding, writing music in solitude, and rewatching home videos from 1992. Because it’s shot on film, the grain and warm color grading strengthen the through line of nostalgia and memory.
“For the past 10 years, this album has been hand crafted with one intention: a personal challenge to myself to create my best work,” the musician states in the video’s opening slate. “To do on my last what I was unable to do on my first.”
At the video’s close, he looks back as a stream of studio equipment floats behind him, tying together a full-circle ending. The Fall-Off is Cole’s seventh and final album, and he is evidently taking it all in—down to selling CDs out of his Honda Civic trunk again, for $1.
Watch more of Ryan Doubiago’s work on Vimeo, and keep up with his projects on Instagram.
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