J. Cole Premieres 'Lost Ones' Video During NYC Show

By Nadeska Alexis

J. Cole wrapped up the North American leg of his Cole World tour with a show in New York City on Wednesday night (October 25), bringing along a special visual treat for fans. During an hour long set—which included mixtape hits and choice cuts from his debut album—the North Carolina native premiered the video for his heartfelt single “Lost Ones.” The emotional track, a top pick of both fans and critics, appears on Cole World: The Sideline Story and the visuals were received with cheers from the crowd.

Cole opened the show with his verse on Jay-Z’s Blueprint 3 single “A Star is Born,” before moving on to his most recent material, like the track “Daddy’s Little Girl.” Being the storyteller that he is, Cole decided to follow the tale of a good girl gone bad with the “Lost Ones” video premiere. Lights were dimmed in the Best Buy Theater while the video played on the stage screen.

Avid Cole fans will remember that “Lost Ones” was actually recorded three years ago and shelved with the intention of appearing on his official debut album. The BBGun-directed clip allows the Roc Nation signee to put faces to the male/female narratives on the track, which tackle the touchy subject of abortion. The video is prefaced with this short message from Cole: “With just a dollar and a dream, this video was shot in 2008 before I even had a record deal. 3 years later, watching it still gives me the same emotions. This one is dedicated to the Lost Ones”- Jermaine Cole.

During J. Cole's recent Road To Release series with MTV 2's "Sucker Free," he explained the process of selecting video directors.