No More Big 3! What's Cole's Next Move?!?!

July 11, 2024

If you haven’t read my previous article, scroll down on the freshthoughts2020 tab and check it out. In that article, we discussed whether Kendrick’s feud with Drake might be pointless if he doesn’t aim for the commercial number one spot. With a clear task ahead for Kendrick (whether he follows it or not), we’re left to ask: What is Cole’s next move?

I.Cole's Strong Start in 2024

Cole came into 2024 in a great position in the power rankings and was a strong front-runner to take the lead. He outperformed Drake on “First Person Shooter,” went bar to bar with him again on “Evil Ways” from the “Scary Hours Edition of For All The Dogs,” and just completed a successful national tour.

II.The Apology and Its Aftermath

Cole was set to answer the call when he released his “Might Delete Later” EP. However, moments later, his infamous apology came, leading many people to write him off and not wanting to hear from him for a while. Then he reappeared on the bubbling New York sensation Cash Cobain’s track “Grippy,” which has been regarded as one of Cole’s worst verses. The verse wasn’t even bad, but if it wasn’t mind-blowing post-apology, any verse he penned was going to get panned anyway.

III.The Dismantling of the Big 3

The idea of the Big 3 has been dismantled. The world waits on a new K-dot album, ready to crown him as number one, while the Drizzy hive stands patient awaiting Drake’s inevitable return. Again, what is Cole to do?

IV.The Two-Part Plan for Cole's Comeback

I believe Cole has to do two things to ensure a great comeback and even get his name back into that front-runner conversation. We know he’s been hyping up his album The Fall Off, which is in a worse position post-beef. Here’s what he should do to make sure his album isn’t swept under the rug when it drops.

First, Cole has to address Symba. Why Symba? People may have forgotten about that freestyle he did on the “Control” beat, but it needs to be addressed. He sympathized with letting Nas down but went on to say he left Bas and Cozz down, the whole squad down. He slammed him for the apologies. Cole has to address how he didn’t have to clout beef with Kendrick, and most importantly, he has to spank Symba for even thinking he can say that. There are a few angles he can go with, but I probably shouldn’t reveal that. If Cole is capable like I know he is, he should know the angles too. There are plenty of lyricists who will probably make fun of that apology moving forward with general bars, but he needs to make Symba the poster child of what happens when you disrespect Cole.

He needs to do this because Symba has enough lyrical respect from peers and elder statesmen of hip-hop that he’s worth addressing, and because Symba doesn’t threaten Cole in popularity. It’s like Pusha T with Drake. Symba can scorch Cole until he’s blue in the face, but modern rap is a popularity contest, and Cole would never lose that. However, for this to be effective, Cole would have to scorch Symba as if he’s going up against JAY-Z himself—no mercy! If Cole does this, half of the two-part plan to dominance will be secured by everyone taking mental notes: “Maybe we shouldn’t mess with this guy; that apology stuff doesn’t really mean anything.”

The second thing Cole must do is very simple: hits on hits! He has to get into his Forest Hills bag. That’s far from my favorite project from him, but it’s his most commercially successful album, and his sound isn’t compromised! He should re-listen to that album hard while creating The Fall Off and study the singles from Vol. 2... Hard Knock Life. He needs smashes—songs for the radio!

With these two things working in unison, we’ll quickly forget the same people saying they “...never want to hear him again,” “he’s soft,” blah blah, will be the same people saying “oh Cole’s the G.O.A.T., Cole’s the G.O.A.T.”

These are only suggestions, and he can take these suggestions and stuff them up Rubi Rose’s ass for all he cares. But if he still cares and wants to get back in that conversation, he’s got to do something along these lines. It’s not even much, but it’ll be more than enough. Trust!

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