J Cole actually improved he just doesn't have an overarching image so it just comes off as kinda randomWorse than that IMO. Cole is a good rapper and can write a hook. There's not much interesting shyt about his life compared to other greats but he has told interesting stories, concepts etc. Reason is the most generic rapper I've heard in ages. The hooks aren't good, the raps are solid I guess but...eh at the same time? I just don't care. He just sounds like someone checking boxes, like I said earlier. I need a storytelling track because that's what rappers do. I need a club track because that's what rappers do.
Listen to his interviews...there's nothing there. Just seems joyless. I have no idea why he was signed or what the vision was. But then again, you can say the same thing about the other dude TDE signed recently. Ray Vaughn. Even their names are generic/derivative as fukk.
Its soundcloud rap