J. Cole's abstract video for "ATM" is vastly different from his normal lowkey vibe.
Scott Lazer, who directed the visual as well as Cole's documentary Forest Hills Drive: Homecoming and visuals for 4 Your Eyez Only, breaks down how the latest music video came together. In a six-minute clip for Genius's "Framework," Lazer explains how they were inspired by Busta Rhymes' surreal "Gimme Some More" video.
"Cole and I watched that video and were looking at ways we could adopt some of the things Hype Williams did so brilliantly," said Lazer, who added their consistent use of wide-angle lens. The director also found inspiration in Cole's illustrated album cover and decided to "take those same characters [the kids] and essentially bring them to life."
As for one of Cole's many characters, a "money hungry hustler," Lazer said he was supposed to be similar to Johnny Depp's character, Raoul Duke, in 1998's Fear and Loathing in Las Vegas.
"ATM" serves as a single off of Cole's latest album, KOD. It's also being used for an NBA playoffs commercial.
Along with Cole's other single, "Kevin's Heart," which Lazer also directed, these videos reportedly cost Cole "more than half a million dollars," according to Vulture. In the profile, the site also claimed that this is "his most ambitious and expensive productions to date."
Several others are giving Cole praise as well. Martin Lawrence praised the album and Logic called it "genius." Cole's sophomore album, Born Sinner, even returned to the Billboard 200 chart. Now that's a winning streak.
