I pay attention to lyrics and I know what rap fans care about. I try to write for the average listener and I'm conscious of the mainstream without selling out.
J. ColeUsually I start with a beat, I start making a beat, and my producer side is making the beat. And on a good day, my rapper side will jump in and start the writing process - maybe come up with a hook or start a verse. Sometimes it just happens like that. A song like 'Lights Please' happens like that.
J. Cole