Back in 2006, when Cole was still attending St. Johns, one his friends was an intern at Def Jam. She invited him to the 40/40 Club for Aaron Reid's birthday. Cole didn't like the idea of attending a Sweet 16 but was convinced to attend when he heard Kanye West, Swizz Beatz, and Jay-Z would all be there.
"I just kinda threw on my button-up," said Cole about the party, to BET. "I had a shirt underneath my button-up that said, 'Produce for Jay-Z or die trying.'" Jay actually was at the party, but he walked right past Cole without noticing his shirt. Once Cole realized it was Jay who walked past, it was already too late.