Narrated by a low-pitched voice that sounds a lot like Cole’s alter ego kiLL edward, the video is broken up into three different segments, each exploring the album’s subtitles: Kids on Drugs, King Overdose, and Kill Our Demons. Watch the trailer above and find the meanings below. J. Cole’s K.O.D drops at midnight.
Also if you’ve missed it, meet Kamau Haroon, the artist behind J. Cole’s K.O.D. cover art.
Kids on Drugs: “If I turn on the TV right now, it’s not going to take long for there to be an advertisement to pop up that says, ‘Are you feeling down? Have you been having lonely thoughts?’ And then they shove a pill in your face. The first response of any problems is medicate.”
King Overdose: “That’s representing me and the times I was—and am—afflicted by the same methods of escape […].”
Kill Our Demons: “That’s the end goal, to face our shit, realize we have some shit going on inside—everybody. I realized everybody family is fucked up [...] because nobody is fucking perfect. Whether you want to or not, you’re going to fuck up your kids in some type of way, because you got fucked up in some type of way […] Kill Our Demons is like, finding that shit, whether it be from traumatic childhood experiences, whether it be from a lack of attention, confidence issues, insecurities—whatever it is, we gotta be honest with ourselves. Look in the mirror or look inside and ask ourselves questions, like […] ‘What’s causing me to run to this thing as an escape?’”