Music Review: "KOD"

What determines an album’s significance? The songs themselves obviously matter, but sometimes an album’s meaning and significance in a certain zeitgeist can extend beyond the songs and the messages contained within them. Oftentimes, an album would not be the same if it were released into a different cultural zeitgeist. The songs may be the same, but the artist’s overarching idea might lose some efficacy once deprived of a certain context.

J. Cole couldn’t have dropped “KOD” at any other time. Since 2016, when Cole released his last album, “4 Your Eyez Only,” hip-hop has undergone a massive shift. A new wave of rappers, often dubbed “SoundCloud rappers,” who emerged from the channels of internet culture with simplistic songs referencing drugs and money, have gone from rising stars in a small subculture to platinum-certified hitmakers. The rise of these controversial rappers has led to a large schism between the SoundCloud new wave and “traditional” rappers, who embody more familiar ideas of public persona and lyricism; Cole is often chosen as a figurehead for hip-hop that focuses on strong songwriting. As Lil Pump’s “Gucci Gang,” a song containing explicit references to cocaine, promethazine and Percocet, rose to #3 on the Billboard Hot 100, another point of contention was raised: is the constant mention of drugs in hip-hop a dangerous thing? Since “4 Your Eyez Only,” this discussion has only become more pertinent following the deaths of rappers Lil Peep and Fredo Santana, who both died from causes directly linked to drug use.

Perfectly timed for this sea change in hip-hop, Cole announced a new album with the cryptic name of “KOD.” Two days later, he unveiled its controversial cover art, an illustration of Cole in a king’s robe and crown, standing behind young children snorting cocaine and drinking lean. Another two days after that, the album was released. “KOD”’s rollout was carefully calculated, with its hasty, curious release causing a vast amount of speculation and discussion on social media. The album was also planned down to the exact date, having been released on April 20th—a day often associated with recreational drug use. With bold cover art, a bold release strategy and a bold, topical message, “KOD” sent shockwaves through hip-hop before anyone even listened to the twelve tracks it carried. The album was not just a product of the current hip-hop environment; it was a direct response to it.

The tracks on “KOD” are all tied together by an overarching theme, primarily discussing issues of drug use and reckless living among young rap stars. Opening track “Intro” is a spoken word piece laid over a meandering jazz instrumental, with faint background singing from a pitched-down Cole. Although some lyrics, especially the “choose wisely” lyrical refrain, help introduce the themes of the album, Cole’s poetic imagery is far too vague and clichéd to relate tangibly to the message it wants to communicate. “Intro” is immediately contrasted by the next track, the energetic, catchy and very contemporary title track. With melodic, distorted 808 drum machines and repetitive lyrics about selling drugs, Cole takes a lot of reference points from the dominant trap sound. The song mostly works well, with Cole pulling off a surprisingly catchy hook and a relentless flow. His persona in the song is a mix of his own voice, discussing his upbringing and his career, and Cole getting in the head of a SoundCloud rapper, rapping about lean and extravagant spending. The motif of switching between two voices continues throughout “KOD.” Cole repeats this catchy formula in “ATM” and “Kevin’s Heart,” each containing a solid performances from Cole. The fast, groovy beat and flow on “ATM,” as well as the vocal work and warm, fuzzy Rhodes piano on “Kevin’s Heart” are all endlessly enjoyable. On these tracks, he makes a clear departure from the sound of his last record, replacing low-key jazzy instrumentation and laid-back bars with trap sounds and playful triplet flows. It provides much-needed energy to the album, and it’s a sound that I hope Cole continues to use and refine in the future.

Unfortunately, many of the more sluggish cuts on “KOD” don’t do much to maintain interest between the hard-hitting moments. “Photograph” is one of the most boring tracks on the whole album, with a repeated, stretched sample forming the melody and Cole struggling to both sing and deliver triplet flows. The song’s lyrics, about Cole falling in love with a girl by looking at her social media and then talking with her through the song, are not only creepy and objectifying, but also add little to the narrative of the album. “BRACKETS,” a song about how taxpayers and democracy influence the government and community, suffers from similar issues. The beat is another low-key jazz instrumental that doesn’t bring much energy to the song. The lyrics, while offering a few interesting points about the relationships between black communities and the government, don’t truly connect with the record’s larger themes and often are just surface-level observations.

The last few songs on “KOD” relate the closest to its guiding theme. “Once an Addict (Interlude)” is an excellent introspective cut that discusses his mother’s addiction, as he reflects on his own past actions. Although the beat is more subdued, Cole’s delivery boosts the energy and intensity of the track. On “Window Pain,” he delivers a heartfelt performance, using multiple perspectives to illustrate the struggles in life he has faced and how even now, as a successful artist, he worries about the fate of those less fortunate in his community. It’s a complex narrative, but I think Cole pulls it off well, especially from a production standpoint. Closing track “1985 – Intro to ‘The Fall Off’” finds Cole bringing it all home by directly addressing SoundCloud rappers. After painting a picture of why his message is significant, he pens a truly candid and honest song giving advice, using his position as a more established artist in the hip-hop world. Many people have said that the song is directly referencing Lil Pump as he had publicly dissed Cole on social media. Cole tells these rappers to consider their impact and think about how they will use their fleeting popularity to ensure success after the SoundCloud trend dies down. It also addresses their use and glorification of drugs and how it affects youth in various communities. It narrowly avoids feeling patronizing or overly self-righteous and manages to be a well-measured cautionary tale. “1985”’s relaxed flow and confidence reinforces Cole’s position at the top of the rap game.

“KOD” may seem like a messy combination of vignettes and poems, but for the most part, Cole connects its themes together well. The overall message is clear, even if there are some songs that don’t fit in quite right. Cole’s decision to experiment with varied vocal performances, including the pitched down “kiLL edward” persona, a larger instrumental palette and dynamic flows worked to the album’s favor. Some of the varying perspectives and characters can often feel too dense, especially with a continuation coming soon. We may not have enough information to fully decipher his intentions. Even so, I think we can all still appreciate the album’s impact in invigorating an honest dialogue between hip-hop’s new and old generations.