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I dont do things for attention and Im very conscious of getting caught up.

to every ColeJ.Coles a bit of a strange fish but its his paradoxes that make him so interesting. Gloria Ogunbambo caught up with the rapper from the Ville to talk vice and virtue, locking horns with Kanye and why hes not sitting around waiting for Jay-Zs approval.

here are 20 or so journalists crammed into the one room at a Soho recording studio waiting to hear US rapper J.Cole preview

tracks from his new album Born Sinner, the highly-anticipated follow up to 2011s gold certified Cole World: The Sideline Story. Its a pretty intimate affair. A short while later, the man of the hour surfaces; fresh off a plane and cutting quite the languid figure as he sets his 6-foot-2 frame on a stool before his captive audience. He insists, somewhat unconventionally, that everyone introduce themselves. Relaxed, reserved, and (dare I say it) humble, its clear that anyone expecting a Kanye-sized ego or some Diddy-esque posturing will be leaving sorely disappointed.

Despite the jetlag, Coles eagerness to share the fruits of his two year labour of love is tangible so much so that when he claims, Im not doing this for the money or the fame. Its all about the love of music, resisting the urge to roll my eyes proves an easy feat. Mouthing along to his own lyrics, bobbing his head vigorously and grimacing with satisfaction at the intricate, self-produced beats that fill the room; this portrait of the modest artiste passionately sharing his work with the world, sits entirely at odds

with the one of a man who admits he still hasnt bought a house but made sure to pick up a diamond encrusted Rolex and Jesus Piece the first moment he could. When I interview him a day later at his record labels HQ, it quickly becomes clear that J.Cole the man is every bit as contradictory as the music he makes. Hell tell you how important it is for a woman to have ambition and smarts, and in the same breath how funny it is when strippers fight over dollar bills.

J.Cole on noT beIng a rap ClIChIm not out here trying to be wild just so you believe Im a rapper. I keep the same people around me as I did since I was 12 years old. Im not trying to sell an image. Im just trying to live my life and I dont do things for attention. I am a private person so I try to make sure things are tight youre not gonna see me tweet about how I dont like traffic!

Im very conscious of being sucked in and getting caught up. Like, I dont wear my watch or my chains and stuff around the house; thats for when Im on stage and Im J.Cole. I mean I wish I could say I didnt want all that stuff, because having it is a sign of how far Ive come but really, I know I dont need it. Whats more important to me is how I get it.

J.Cole on havIng a splIT personalITy When you listen to the album you definitely notice that shift the way it flows from darkness to light, from depression to happiness. Im putting stories of my life, all the things that I wouldnt say out loud, out there for millions of people. I mean I was literally writing myself out of a negative, dark place where I was

Its great being a daddys girl!

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Im not out here

trying to be wild

just so you believe

Im a rapper.

I dont do things for attention and Im very conscious of getting caught up.

IntervIew

like, paralyzed and second-guessing myself like, Is this beat a hit? Is this a hit drum? Is this a hit rhyme? That whole Jekyll and Hyde thing is definitely a part of my personality; I have a lot of different sides to me.

J.Cole on squarIng up To KanyeIm excited. Nervous, but excited! It [Born Sinner] was originally supposed to drop June 25th but when I found out Kanye was releasing his album on June 18th I was like, Yo, I put too much in! I worked too hard on this to follow Kanye! Im putting out what I feel is an amazing album. I dont even know if its going to sell and people are looking at me like Im crazy but hes one of the best ever and Im a competitor and the way I see it is either way I cant lose I talked to Jay [Z] and he said the exact same thing. My album is strong enough to compete with anybodys.

J.Cole on hIp-hop honeysI had the biggest crush on Alicia Keys when I was 14. I dont know if I was just dumb or over confident but my cousin and I went to see her show and waited in the parking lot. We didnt see her though. I dont know what I thought would happen: I was standing there, trying to look smooth and I guess I just thought shed look at me and be into me! I was on set for Beyonces Party video and I had to drive this 2million car; it was a Bugatti Veyron, down the street. I was sweating like, I cant damage this car, I cant afford to pay for the damage! so I was driving like, ridiculously slow. Then Beyonc comes over to say hi, takes one look at the car and shes like, This is nice, I might have to get me one of these. I didnt know what to say. I feel like she was stuntin on me just by saying that!

J.Cole on Jay-Z...Our relationship is cool. Its not like we hang out every night but when we do get together and kick it, its a great time. I only really call on Jay for major pieces of advice, like when I was deciding to go with Power Trip featuring Miguel as the first single. Hes been here since 96 or before that even and hes seen everybody come and go, hes been on tour and not every song or album of his was a success so hes seen the good and the bad. He reminds me not to take everything so serious and that no one decision makes or breaks you. I used to go to him for approval, but now its just advice. As an artist you should believe in your own work and you shouldnt care what another artist thinks about you even if he is Jay-Z or Nas. When you start seeking approval thats when it gets dangerous.

J.Coles album Born Sinner is out now

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