J. Cole capped off the last stop of his What Dreams May Come Tour with a major announcement. He made public for the first time that his Dreamville label would be partnering with Interscope Records, which was made final when co-founder Jimmy Iovine convinced the North Carolina rapper that Interscope was the right machine for his vision.
“They had a monster two years. I’m coming in at the right time. It’s a well-oiled machine,” Cole said to Billboard days after the announcement. “When they believe in something, they show it. They pull out all the stops. Every artist wants that kind of power, and if I can utilize that, it’s game over. Jimmy Iovine told me that no one turns a spark into a flame like Interscope, and that’s what made me choose them.”
The Interscope deal marks J. Cole’s foray into music as a label executive, following in the footsteps of his Roc Nation boss, Jay Z.