The Making Of J. Cole’s “ATM” Video With Director Scott Lazer | Framework

Shortly after J. Cole released his most recent album ‘KOD,’ he dropped off a surreal music video for “ATM.” The self-produced song finds the North Carolina rapper addressing his complicated relationship with money. In the Scott Lazer-directed clip, Cole deals with the downsides of wealth. He’s driven mad by all his money in one scene, while another features him being robbed of large sums of cash. After losing everything while gambling, he’s forced to literally give up an arm and a leg to purchase a fancy red convertible.
Read more on Genius: genius.com/a/f...
Read all the lyrics to "ATM" on Genius: genius.com/J-c...
CREDITS:
Executive Producer: Felicia Kelley
Creative Director: Andrew Oppeneer
Producer: Ndeye Thioubou
Director/Editor: Jeffrey Soffer
Shooter: Sam Balaban
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[@KingsKommentary]

incredible, Cole a living legend

[@mullahdaddy8230]

Kings Kommentary loyalty gang wassuuup

[@loganmartinez1736]

W

[@xpertyt4299]

#RoyaltyGang

[@milkcritter]

j cole trash

[@matth9881]

TDM HD Nigga u trash . You obviously a hater u can take the time to comment

[@lindawalters6800]

Was praying genius would do this

[@user-xw6jc4fn8y]

You got to love Genius for things like this, thanks Genius 👌.

[@Divineshot]

Story telling at its finest.

[@dariusbradford4899]

2:50 ooohhhhh Cole is in his bag...why didnt I catch that symbolism smh. Dope asf

[@RianJudge]

Darius Bradford ngl I still don’t get it

[@msh3l518]

Damien Rain it shows that his characters inside self is still greedy about money

[@JordanWelch]

Crazy video

[@tyriemayo7754]

With a crazy ass looking producer I mean like the dude looks like a psycho

[@ryandavis568]

Tyrie Mayo not really you are just judgemental af

[@daxmurphy7902]

Tyrie Mayo does that matter at all?

[@bobbbydickhead6241]

your a bitch shut the fuck up 😂 😂. Hes probably your dad and your pissed he hasn't came back.

[@DominicOrnelas]

This is a great series - thanks Genius!

[@agusttt17]

Damnnn, Genius can read my mind.

[@pvdeath2085]

Bernard Bustamante LISTEN TO ME REMIX KEVINS HEART BY J COLE RHYME FOR RHYME , VIDEO ON MY CHANNEL

[@pvdeath2085]

Fuck this guy he blocked me on IG

[@wannabekendrick]

lol.

[@TheRealBeatMaster]

Really old school video, those elaborate sets and the fisheye aesthetic are so dope

[@hpensive]

TheRealBeatMaster The sets were really well done.

[@yxngzay3695]

That dollar at the end of video was a powerful touch to the song. Thanks Scott!

[@CHarr1991]

This dude went to my college, Rutgers University. He was super dope back then, crazy to see him blowing up

[@thegreatestever913]

C. Harr who

[@thegreatestever913]

C. Harr cole or the white dude

[@ecco2ks]

The Greatest Ever obviously the “white dude”

[@BrokeBoi]

Scott Lazer did an amazing job with this video. I love it when music and imagery come together and make one! Beautiful!!!!!!!!!!!!!!!!!

[@cheesecakelasagna]

I don't know him but I love how he puts credits where they're due. Humble dude that recognizes the dynamic of a team.

[@JrodsCreations8]

Definitely saw the “Gimmie Some More” inspiration, glad he shouted out Hype Williams

[@Venenoso]

The visual are amazing

[@jigglyjuice7907]

Venenoso I see you every where

[@feery9348]

Venenoso get a life

[@LordFerbombi]

Andrew Feery u first

[@Venenoso]

^

[@gianfrancogalvez5034]

Venenoso i see you everywhere

[@nicholassrivas]

Easily best video I have seen this year.

[@tamsamf]

Nicholas Skylar naaa, I mean, it was lit, but have u seen asap rockys "asap forever" video??

[@tlotloselei8085]

This man looks like J. Cole's white half

[@tshanbarnes9505]

tlxtlx _ your ever see his brother

[@jorel4069]

tlxtlx _ W af

[@warriors456]

tlxtlx _ lmao the creativity

[@warriors456]

TASH ... wow😂

[@Anthony419o]

tlxtlx _ lmao ikr

[@isaiahtheplayah4088]

CRISPY

[@taijasandoval1938]

ISAIAHthePLAYAH omg Isaiah! I love your KZbin channel! I had a feeling you'd be here since Cole is your favorite rapper😂

[@user-ks6bq6xn8o]

ISAIAHthePLAYAH my boy

[@fr239]

ISAIAHthePLAYAH YO!!!! I LOVE UR VIDS KEEP UP THE GOOD CONTENT JCOLE IS MY FAVORITE ARTIST TOO

[@flibbinman21]

ISAIAHthePLAYAH ayyyyy

[@Wendeavor]

Ayyye BambinBambi

[@JoeyLuckyBoyNato]

i am O.D happy that im watching this video right now. atm music video is bananas

[@yungpelvin351]

i like how he says just "post" and not post production

[@phatpac5]

Psychedelics and music will forever be one. Some music videos will melt your mind

[@iguniiverse5179]

Beautiful!!! I Knew There Was Somewhat Of A Really Awesome Team Behind The ATM Video.....Shout To #ScottLazer He Is A Genius!!!! .......#ColeWorld

[@John-nb1ri]

I love visual metaphors in movies, animations, paintings and music videos.

[@jackieo.8719]

YOU MY FRIEND ARE AN ICON FOR WORKING WITH PROPHET COLE❤️🙏🏽

[@CASSOBLVCK]

Cole's best album almost easily

[@jaybook1281]

CASSO BLVCK Most definitely

[@fromscratch1035]

Born Sinner #1 for me

[@Seanandcars]

i remember this guy came to my middle school in koreatown LA and it was amazing. this guy is very humble.

[@futurebob100]

Damn never been this early... j cole is easily top 3 now at least.

[@jakelewis8400]

Boby Singh been number two

[@Ra-ye6vr]

Top 2

[@futurebob100]

Kanye West you better stay miles away from any debate! Kanye please calm the fuck down.

[@ZainsRecordings]

Top 2 and he ain't 2nd

[@tonyedavids8885]

He's always been top 3 you just been sleep

[@chubconscious4221]

I’m really blunted rn but does ATM mean addicted to money and ATM double entendre

[@iAmi3tr]

J cole replied to this excact question one time on twitter. It means addicted to money

[@SharunoYO]

ye

[@roguesonly]

J Cole yep. Cole said it himself on Twitter

[@johnlennon3107]

J Cole addicted to money, atm, and most yt reviewers got at the moment cuz the money runs out

[@LNlilmassiv]

Sharuno yes please ?

[@AlbertoMendoza]

My new favorite channel. Love seeing the creative process on these projects.

[@shaunwordplay3111]

Love this series. Thank you genius.

[@efstathiast7529]

Yes genius thank you!!! I was waiting for thisss👏🏻

[@nateerre7286]

Genius is genius for doing this series. Thanks everyone who takes apart of bringing all of this amazing information to us viewers.

[@rahul.rai.]

That was dope Thanks genius u the 🐐

[@ShogunxCAL]

Yeah I saw the busta reference right away. I haven’t seen too many videos with that style

[@alvaroach]

So stocked to see that Genius finally blessed my video feed with this

[@marvinalexis9628]

Yes

[@Everybody_Say_Love]

Incredible. You all are so talented

[@zaraiomar9117]

Rocky's song FOREVER have the best video ever , I hope I see the making of that video next.

[@LoganLS0]

Nah, Childish Gambino's Sober has the best video ever.

[@djaksonclebergoncalvesfilh9513]

This videoclip reminds me of RHCP The Otherside

[@ccriticaltv2218]

Ive been waiting for this

[@JiGgiJo3]

I am so glad he mentioned the gimme some more music video

[@cheesybirdmess7349]

Like seriously.... that is for sure one of the best rap videos in a long time 👀👌🔥

[@iAmBased]

this video breakdowns makes the song tent imes mroe interesting and the video

[@eckhoboy]

Best music video i've seen in YEARSSS

[@88Pizano]

Yo thank you Genius soooo much for these videos! As someone who’s aspiring to be as great as these directors, these are very insightful and motivating. Very much appreciated! ❤️🔥

[@iunnor]

I love it when a music video has a cohesive story.

[@GirlsOfAqua]

Love the meaning and effort put behind the music and video. Genius.

[@LegitMusic]

I like this behind the scenes stuff, good upload Genius 👌

[@anthonynkwocha9354]

refreshing to see a cole video since he doesnt really do music vids

[@kingmata4008]

This is the best music video I've ever watched🔥the deconstruction makes it even better

[@m-c-n-w4606]

"Can't take it when you die, but you can't live without it"**

[@undorvideo]

Love this serie

[@Iamstarchildd]

I knew he used that gimme some more vid as a reference. When I saw the ATM video I instantly said this remind me of an old Busta vid. Dope.

[@daavidluuna]

Scott Lazer and his team are wild!

[@byReev]

really happy about him shouting out the gimme some more video

[@therambelrz3391]

Canada Canada Canada...count it! Come on this song is made for us 🇨🇦🇨🇦🇨🇦🇨🇦🇨🇦🇨🇦🇨🇦🇨🇦

[@GewoonRood]

Not that into the album but this was def the best music video of 2018 so far

[@ericabarnes7214]

Kudo's to you Mr. Director Sir. Brilliant video concept.

[@Rap2or]

In my opinion J.Cole just gave us "hidden message", that new school's rappers always talking about how they rich, about bitches and other stupid stuff, but they didn't create the culture, they create trash which only killing the original meaning of hip-hop culture, as protest culture element. He is a genius, also as the producer of clip. Thank you for hope, that hip-hop isn't dead.

[@christopherdavis9175]

I knew I felt a bit of “fear and loathing” in this video. Amazing visual story telling!

[@torikellyfan9882]

Cole's a metaphoric genius.

[@ShahMahiUddin]

Love these behind the scenes videos, keep them coming :D

[@flytjsosweet]

I asked for this and genius delivered

[@Ns75436]

J cole is a legend and the music video is honestly a masterpiece

[@TheRobbieWG]

Do Dexter Navy- A$AP forever. Great music video

[@Randomclipsposter]

album of the year for sure

[@alwayshungry1751]

This is BRILLIANT

[@fquint6468]

This video was brilliant!!

[@maliviwemayedwa7777]

Genius never disappoints

[@grannyratchet6910]

1:51 I KNEW IT, IT WAS TOO SIMILAR

[@saeedc7779]

Masterpiece

[@ConseQuentNL]

Soooo dope, just the whole thing is refreshing

[@jxyden1211]

Insane, much respect because this was well thought out

[@Big-yh8wz]

Scott fits right in with the treatment how was he not in the video with that hair doo and yellow shirt !

[@gnarwhal7562]

Just a masterful video. This will be a classic in a few years

[@dujourgabriel6960]

Y’all should get Cole on the production series since he produced almost every song on the album

[@eimi6584]

favorite series on the channel lol

[@FosterMinotaur2]

Cole Bennett you better watch out...cause you got some competition

[@cardibstan]

FosterMinotaur2 Cole Bennett's videos are nothing special.

[@TheKnicks2012]

The room and Jcole? Hell yeah

[@crisv3283]

1:50 I KNEW IT!!!

[@Jaspinish]

This is seriously such an amazing series.

[@evenel20]

I knew "Gimme Some More" had some inspiration on this video!!

[@gigi-ph8zd]

KING!!!!

[@calsonhappymore6870]

you did an amazing job guys

[@ReydelSans]

Do the making of j Cole Kevin's heart

[@moneybagzlawson5147]

I see you Scott ...keep reppin tha city bruh

[@alexxissolit3779]

amazing job honestly. cole is legendary.

[@robburris7100]

this is real art

[@thuncharitchanphirak9553]

Youre the genius Scott

[@impekk4ble]

Don’t get why people hate on J. Cole! He’s definitely one of the best rappers in today’s generation.

[@Tf8764]

Lazer a genius for this

[@meglise]

Hell yeah Scott!

[@JanyllHquez]

Awesome !! Keep these videos coming 😁

[@beatsbykana]

every series genius has is basically fire

[@syrja001]

CANADA CANADA CANADA

[@slanty9503]

Leevi Syrjä lmfao

[@jaybook1281]

Leevi Syrjä I cant un-hear it now

[@Rick-bn7ez]

Leevi Syrjä you saw that in a video

[@isaacreshedo6365]

county

[@by_milo]

Mitä äijä

[@Reyrzy]

PURE ART

[@psychosis9343]

much dank

[@amandasanchez9866]

Cole is a legend

[@leoomega7978]

I don't know why but it reminded me visually of hart shaped box by nirvana I maybe the vibe thanks for the video 🤘🏽

[@8bitakin726]

This music video should legit win an award