0:00-0:39
Children riding on a platform of drugs, pills and money through the distorted clouds reaching for something. Chains connecting these entranced children by a lost king flying drugged through this same space of clouds, draped in gold and on top of a gold chair. The throne in fact connects to a dollar bill, and the children are chasing after the dollar bill in the air.
0:40-0:54
Cole sits in a room with bright colors and unconventionally angled geometric shapes. He wears a track suit with chains and brightly colored clothes and fancy glasses while counting stacks of money and having a female by his side. Money bags and wads of cash are thrown throughout the room piling up, almost disregarded.
0:55-0:59
Cole is in a straight jacket, trapped within a room encased with cash everywhere. His movements are ecstatic and erratic which continues throughout the video.
1:17-1:24
Cole reaches into one of the money bags only to see a comically smaller J. Cole counting the money and then attacking the larger iteration of himself. Most likely showing how self harming these life practices of focusing on money can be.
1:30- 1:46
Children smash the window and chase J Cole and the unnamed objectified female partner out of the room, to trespass and smother themselves in taking his money, all with entranced drugged faces. The children look almost to be animals with how they move.
1:55-2:25
We see Cole in a gambling poker like casino scenario gambling his life away. He continuously gambles all he has left. We see everyone at the table with ridiculously colorful and outlandish outfits similar to his to show the comedic style of the rich. While also displaying neon signs in the background often used to coerce people into indulging in such businesses.
2:29-2:36
We now see many adults on the street looking up at the sky also in a trance, with their eyes colorfully swirling in a cartoony manner, gazing at the sky. They begin to float to the sky.
2:49-4:25
At a used car sale they attempt to buy a new car, however the price is said to be outrageously high. Reaching into the bag it is empty, and so he quite literally cost him an “arm and a leg,” following the phrase and pulling his limbs off to barter for the car. Regrettingly shaking his hand he takes the car into the road and into that same sky, eventually falling and crashing, losing his life.
Analysis
The video’s genre is the genre of hip hop/rap with elements of trap infused to mimic the current state of mind of many rappers and kids in general battle within this lifetime. This chasing the next Euphoria mind state of money and drugs holding indescribable power within our lives, distorting our natural sense of balance and reality. Its intended audience is exactly who it speaks about, the lost kids who lost their life to money and drugs driving them, selling weed to make their racks stack faster, as their minds grow to dissociate from reality. It’s a change seen within the younger generations today that Cole notes as almost subtle and exhibits through his mannerisms within the music video. The historical message is deep rooted within the way that society has monopolized on manipulating the masses to this ideology of wanting to feel good all the time and seek wealth. From what is taught in classrooms to what is forced down our throats, we live in a “feel good,’ society that cares only to please one’s desires constantly. This is even further perpetuated within the lives of rappers and kids from the hood, all attempting to escape their nasty realities, believing money and drugs is the way to do so, thus losing their touch with reality. Cole goes in depth as well by even showing how far a person will go for attaining the luxuries or the “look,” of wealth, even losing a limb for it, to symbolize this as an extremely self destructive lifestyle.