It seems a major shift in the content of today's hip-hop is underway, and J. Cole does nothing but allude to this in the new "G.O.M.D." video. The rapper stages a slave uprising in his latest clip, rallying the plantation's servants to revolt against their owners.

The visual subliminally touches on a horde of topics, most recognizably complexion stigmas. Cole himself, plays a rebellious slave and the leader behind the organized riot. The video is directed by Lawrence Lamont, the guy behind Big Sean's "IDFWU" video.

The Roc Nation rapper recently sat down with Tavis Smiley for an in-depth discussion on his music. In the chat, Cole unveiled that unlike most rappers, he prefers storytelling over battle rapping, as one can witness in the visual above.

"G.O.M.D" appears on J. Cole's latest effort 2014 Forest Hills Drive.

Saint Heron spoke with J. Cole about the meaning of the video. On the meaning behind the video, Cole says:

"Well, I struggled, because first of all, I wanted to do like a Hype Williams-style video for this song so bad, because I’ve never done one of those. I felt like if I did do one of those, this would be the song to do it with. So, I battled with that urge to go the typical route with this video, because I feel like that’s what everyone expected. And every video I’ve ever done has never really been expected, so I was just like fuck it, let’s do it. The video is really more of a commentary on the need for unity and togetherness more so than it is a comment on racism, because [the black community] knows—we all know about oppression. We’re all aware of that. What we’re not aware of is the dysfunction within our own community. You know what I mean? The fact that there are levels to us economically and because of the different skin colors within our own race. We’re not aware of that. We’re aware of the other shit. Yeah, we’re against the outside, but we’re not looking around and being like, damn, we’re actually against each other too. It’s like the minute that we come together and start to cut out all of the classism that exists among black people and the skin color differences among black people. It’s really for that reason. Then there’s this whole “real nigga” conversation. The field niggas are the real niggas. Today, the schoolboy—the boy who went to college and did something with himself—he’s the soft, house nigga."

Read the interview here.

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