Exclusive: J. Cole Breaks The Rules In "Who Dat" Video, "I Didn't Come Out W/ A Whole Bunch Of Jewelry & Light Skinned Girls"

Wednesday, Jun 23, 2010 1:40PM

Written by Danica Dow & Cyrus Langhorne

After this week's release of J. Cole's "Who Dat" music video, SOHH caught up with the Roc Nation rookie to get more details on the new visual.

Giving the exclusive scoop on how the video was filmed, Cole talked about taking an organic approach to his new clip.

"I think it was an excellent reception," Cole told SOHH. "I just wish I would've explained to people more that it was a one shot, that we shot on film and even when you watch it in HD version it looks incredible because it was on 35mm film which is what they use to shoot movies with. Even with that said I think people respect the fact that I went home [to Fayetteville, NC]. I didn't come out with a whole bunch of jewelry, a whole bunch of light skinned girls with short shorts on. It's a real organic feeling video. I really wish I would've explained more to people but you know in time people will get it. They'll see all the imagery and all the little signs." (SOHH)

Cole also said he was unfazed by the song not being a typical commercial single.

"I just do weird stuff. Even the fact, coming out with 'Who Dat.' It's not the typical song that's going to be on the radio, it's not the typical song that's going to play in the clubs but that's what it felt like," he added. "That was the feeling. It felt like the move so we moved. It's going to do it's job, it's going to do what it's supposed to do. I think the video was the same way. It was like, 'Yo, we love this idea. Let's do it.' Forget about the rules and what your first video is supposed to be. I'm supposed to [have] X amount of scenes and this amount of light skinned girls. I just like to do things my way." (SOHH)

The video began to circulate online earlier this week.

Roc-Nation's number 1 artist J. Cole just released the video for his first single "Who Dat" off of his still untitled project under Roc-Nation . Roc-Nation is Jay-Z's music label which is still in its initial stages, J. Cole is one of the best in the roster yet and Who Dat is one of the illest songs i've heard in a long time. The video was shot by BBGUN and is a one-take video, pretty dope. Surprising how difficult it is to make one-take videos, J's doing all sorts of different things, surrounded by continuous explosions behind him and people rooting "Who Dat" in the back. (The Media Kings)

Last February, Cole talked about putting together his forthcoming Roc Nation debut album.

"I'm in with No I.D. right now. He's incredible. It's fun," Cole said about his album's production. "My favorite producer, after I started producing [and] paying attention to producers, was Kanye...Being in with No I.D. last night and watching him work, it was like, 'Duh.' I been in with other producers, it don't click. It don't connect. It connects with him. I figure if I grew up looking up to Kanye, Kanye is cut from the No I.D. cloth." (MTV)

Check out J. Cole's "Who Dat" music video down below:

J. Cole - Who Dat (Directed by BBGUN) from bbgun on Vimeo.

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