Life

The Making Of J. Cole’s “ATM” Video

Framework…

Shortly after J. Cole released his most recent album ‘KOD,’ he dropped off a surreal music video for “ATM.” The self-produced song finds the North Carolina rapper addressing his complicated relationship with money. In the Scott Lazer directed clip, Cole deals with the downsides of wealth. He’s driven mad by all his money in one scene, while another features him being robbed of large sums of cash. After losing everything while gambling, he’s forced to literally give up an arm and a leg to purchase a fancy red convertible.

See the breakdown and how the video came about below.

See the full music video here.

 

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