Dreamville fans everywhere celebrated last night as the label announced the signing of their newest addition, J.I.D. of Spillage Village. The announcement came with a 2-minute video of the label founder and rapper J. Cole, driving his new signee’s beloved Pontiac, a car that’s been present during his ascent as a man, and artist. For his first official release under the Dreamville imprint, the Atlanta rapper brings us a new video, “Never” (produced by CHristo and Childish Major)
Tapping into the important conversation of the plight of a Black man in the United States, “Never” opens up with a chilling scene of J.I.D. being detained by two white police officers. Escalating quickly, he’s robbed of his cash and jewelry and then beaten by two white police officers. Perfectly riding the lyrics of the song, the video is visually minimalistic, whilst the lyricist metaphorically tells the story of living without much- but making it happen anyway.
“Better pray to God they don’t shoot at you ”- J.I.D
With this introduction, J.I.D. is proving to be a perfect addition to the already solid Dreamville roster. Watch the Resolve Media Group production of “Never” below, and be on the lookout for J.I.D’s forthcoming project The Never Story.