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If I’m in a conversation with somebody and it’s natural and it’s organic, I’m going to speak freely.
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What keeps you from sharing your opinions on Twitter? There’s not many big things that miss me. Then I’m in the sports chat, which also bleeds over into everything. I’m in the Dreamville chat on the executive side, and in there, there are updates about such-and-such dropped an album. What gets on your radar? How much media do you consume? Their success, in some way, may depend on me being a little more present or accessible.Ĭole at his Staples Center tour stop in August. I’m also building a company, a record label, with other artists. I don’t want to be so stubborn where I don’t listen to people. 2014 was probably the year I decided, “Fuck it, I’m through trying to play whatever game is going on.” Then shit worked so well I fell all the way back. But I also understand I’ve been stuck in my ways. And sometimes, when I do do, I end up feeling like it wasn’t fulfilling. No disrespect to Billboard, but I literally was not in the mood. Ib and the team thought it would be good. You want to know the honest truth why I did this interview? Why have you opened up to more press recently? Instead, he’s just looking to stay purposefully relevant - because it could be worse: “You can be irrelevant and still be famous.”
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“I swear to God, I be thinking about how to get unfamous, but I know it’s impossible,” he says. He’s also devoting more energy to Dreamville, recently aiding Hurricane Florence victims in Fayetteville through its foundation and planning the first-ever Dreamville Festival for April 2019 in Raleigh.
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Cole, who is executive-producing the upcoming Swizz Beatz album, Poison, plans to take next year off from touring to work on The Off Season, which may become an EP or a full mixtape his next album, The Fall Off and a side project for Kill Edward, the pitch-shifted alter-ego he debuted on KOD. In our interview, though, continued after his own set, Cole is anything but quiet, often clapping his hands for emphasis as he wrestles with ideas about compassion, cancel culture and his own ambivalent relationship to fame. Cole's First-Week 'KOD' Numbers Prove His Stardom Is Secure as an Albums Artist in April 2017, the then-biggest week of the year and the then-third-highest streaming week ever recorded.
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It was the biggest week for a rapper since his good friend and collaborator Kendrick Lamar released DAMN. But his fame is harder than ever to ignore: In April, Cole released his fifth album, KOD (an acronym for Kids on Drugs, King Overdosed and Kill Our Demons), with less than a week’s notice, earning him his fifth consecutive No. 1 studio album. “Even though I clearly am one, I don’t live my life like a celebrity,” Cole tells me when we eventually sit down to talk, backstage at the arena while his openers Young Thug and Jaden Smith perform.
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Even after he’s whisked back into the SUV, he rolls down his window and offers a young woman with dreams of starting a charter school the email address of someone at the label he co-founded, Dreamville, who might be able to help. “He got a show tonight, he didn’t have to come to this,” says one parent. “Album of the Year” starts blaring over the speakers, and a young man on the sidelines plays along to its “Oochie Wally” instrumental on his trumpet.Ĭole opts not to formally announce his donation, but instead to take pictures, give out hugs and autographs, and talk one-on-one with fans. “Oh, my God, I’m about to cry,” squeals a preteen girl from within the crowd. Within minutes, Cole and his security guard, Elijah, are swarmed by fans armed with phones for selfies and newly donated backpacks for signing.