Videos by According2HipHop
J Cole dropped off a four-pack of new freestyles in his Birthday Blizzard 2026 mixtape hosted by DJ Clue. He shocked the new LP on Tuesday (January 27). And he addresses a plethora of topics on this new project.
J. Cole Calls Out Rappers Who Push Beef For Album Sales
One of the topics that the North Carolina native touches on is rap beef. Fans have seen an uptick in rap feuds over the past few years. Nicki vs. Cardi, Young Thug and Gunna, Offset and Lil Baby, the list goes on. But Cole seems to insinuate that many of the feuds are not organic. But rather a marketing scheme to sell records.
“Rays from the flows, radiate the globe, meltin’ snow on this tundra known as the rap game. That’s been overcome with loads of marketing plans. Based on randomly dissin’ and hatin’ on the next man,” he raps on the track.
Cole also adds: “Drama enhances the attention brought to the fans / On popular channels, so you wanna hop on the band / Wagon of battle rappin’, and throwin’ shots in a jam / I had my chance, but I dropped it, which means my only option’s / To do the opposite then (Lead with the skill, n***a).”
Cole Addresses Kendrick Lamar Beef
Cole made his stance on rap beef clear when he bowed out of his 2024 feud with Kendrick Lamar. And later apologized for even involving himself in the first place. After Cole recused himself, some of the top artists in the game denounced his actions. Some fans even said that he eliminated himself from being in the “Big 3” conversation with Drake and Kendrick.
However, Cole hit back at those critics.
“I used to be top, see, the apology dropped me way out of the top 3, no problem, I’m probably my best when they doubt me,” he raps on the song (via Kurrco/X).
He also adds: “The top ain’t really what I thought it would be, so I jumped off and landed back at the bottom and restarted at a level where I wasn’t regarded as much, just to climb past them again and tell them all to keep up.”
Cole’s next album, The Fall Off, drops on February 6
