SOHH Whatcha Think: Will J. Cole's Album Release Pressure Jay-Z To Drop Roc Nation LPs? [Click Here & Speak]

Wednesday, Jun 22, 2011 12:05AM

Written by Cyrus Langhorne

You love to hear the story, again and again, about some Roc Nation artists, destined to win. Well, hopefully. It appears J. Cole opted out of taking the Shaquille O'Neal YouTube approach by announcing an album title and release date for his long-delayed debut through Twitter. Should Jay-Z be worried?

One thing you have to love about Twitter, especially when it comes to celebrities obsessed with the social application, is how much buzz gets generated from literally one word. Well, two tweets, five words all together.

"Cole World: The Sideline Story"
"9/27"

Hold the press releases. Forget the formal announcement. J. Cole, in what instantly could be called a heroic move, kept it gully and hip-hop by putting his own album title/release date into the public stream. Not only did this come as a somewhat surprise, but it made people like myself wonder if even Jay-Z and those Roc Nation staff workers knew about this. Right? I mean, just a few weeks ago Cole promised it would drop "no later" than...

"I'm trying to find ways to word it without sounding overly egotistical, and I want to remain humble, but also let people know it's actually (really) incredible," Cole said about the new LP. "I'm sitting on gold, man. I don't wanna speak it up too much but I'm super confident in it. I'm super proud." The album is due "absolutely no later than September," says Cole, who's been reticent to release an album title or date until both are set in stone. (Detroit News)

As much as I would like to believe this is all a marketing strategy, I cannot help but think Cole decided to throw out a date (noticeably the last Tuesday in September) and prepared for the repercussions. We can't even get Lil Wayne's Tha Carter IV or Dr. Dre's Detox released on time, what makes Cole's LP any different?

But personal opinion aside, there rests a deeper question. Say this was done as a spur of the moment tactic, could those newly signed Roc Nation artists begin to make similar moves? Jay Electronica. Willow Smith. Cher Lloyd. Even worse, what happens if Cole's album actually "does" drop on 9/27? Then there could be complete mayhem in the form of Hov's artists wanting their albums out ASAP instead of waiting, and waiting....and waiting.............and waiting.....................and waiting.

Will J. Cole's announcement come back to bite him or is Jay-Z going to have to hold off baby making with Beyonce, a follow-up to 2009's Blueprint III and managing his nearly endless business ventures to executive produce Jay Elect and company?

SOHH Whatcha Think?

[Editor's Note: The views expressed in this column do not necessarily reflect those of SOHH]

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