J. Cole’s latest album 4 Your Eyez Only went straight to No.1 and sold 492,000 units its first week of release. Just like Forest Hills Drive, this album was featureless. J. Cole’s “double platinum no feature” has been a running theme on social media that fans use to celebrate their fav’s success.
In an interview with Billboard, J.Cole’s manager Ibrahim “Ib” Hamad was asked about the meme and he admitted that he and Cole where aware of the meme’s popularity and explained where the lack of collaborations comes from,
“Cole’s never gonna force anything. He’s not the guy that’s out, hanging out with rappers or in the studio with rappers all day. He’s really in the studio with his team and making music with his producers and his artists. He’s done songs with other people involved but it might not make the album. If it doesn’t work, Cole’s not gonna put it on there because it’s a name. He’s never gonna put it on there just to say he got a feature.”
Ib continued stating that he doesn’t set out to have no features, that’s just how things turned out,
“He also didn’t go into it like, ‘I’m gonna have no features on this album.’ He didn’t go into Forest Hills Drive initially saying he was gonna have no features. That’s just how it ended up. At the end of the day, the most important thing to him and to all of us is how do we get this point that we’re trying to get through and how do we make the best version of a song? This album wasn’t made like ‘How are we gonna impress people?’ That’s why we ended up taking out “Everybody Dies” and “False Prophets.” It was a great song. It was an album-worthy song, but it just didn’t make sense in the story that we were trying to tell. And that’s just how it is. That’s the process. You have to stick to what you believe in and what you want to get out there.”
Check out the full interview here.