J. Cole’s New Artist J.I.D Ducks the Cops in “Never” Video

Fresh off being signed to J. Cole's Dreamville Records, Atlanta's own J.I.D hits the ground running with a visual for "Never."

The song itself is basically the nimble wordsmith's casual resignation to a bleak lifestyle as someone who's "never been shit" and "never had shit" and "never knew shit" and--either because of that or in spite of that--never gave "two shits" either. The visual seems to chronicle that sort of lifestyle.

The "Never" video begins with J.I.D sitting alone under the flickering lights of a half-way broken down bus. A few moments later we see that the young rapper was beaten down by a couple of malevolent police officers. This is presumably the world of East Atlanta, the place J.I.D. made his mark.

J.I.D calls to mind "m.A.A.d city" Kendrick as he goes in with his adolescent-sounding voice, dexterous flow and hard-edged, vivid imagery. "Never had a real dollar to my name bruh/Shit been lame bruh/I ain't even in this shit for the fame bruh, it's the pain bruh," he raps in the track's first verse.

He continues, "Most of the niggas I came up (with), haven't came up/And doing the same stuff, but I haven't came up." This pretty much sets the tone for the song just as much as the new visual's opening images. Considering the vibe of the track, you shouldn't be surprised to see J.I.D running from the law by the end of the video, which you can peep for yourself below.

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