Today, the Hip-Hop business model has changed to fit the troubling economic times. The days of artists signing deals where the labels can solely can dip into the profit of record sales is over and reaching triple or quadruple plus platinum record sales is now a mere record label’s pipe dream. We can attribute that to the millions and estimated BILLIONS of dollars lost to illegal downloading.

To remain profitable the genius' over at major that labels are figured out a plethora of ways to continue to profit from artists regardless of diminishing records sales. How, you ask? It's simple; investing in artist that independently have their own movements without a label. Souljah Boy, Jeremih, Drake just to name a couple. These artists have radio ready singles and were already on tour performing for packed venues and receiving thousands way before ever signing to a label. The addition of a label to the artist’s equation just enhances the artist’s buzz by taking what was already there and showcasing it to the masses. THAT ALONE, has gotten the Hip-Hop game, to say the least all "f'd up." Investing in the potential of an unkown artest is done. To be signed now, there must already be a huge buzz around the artist.

Now, where does newly signed Roc Nation (Jay Z's label) artist J. Cole fit in this newly formed business model? Nowhere, and that's why he is the next to blow.

J. Cole, 2007 St. John's University graduate and originally from North Carolina, has no huge buzz, doesn't have a popping radio single, he's not receiving thousands per show, yet he's the FIRST artist that Jay put on his label. All due to his lyrics. There was no popping single on the radio no front page magazine spreads...just rhymes. By chance, Hov happened to hear J. Coles track "Lights Please" and a couple of weeks later received a call to setup a meeting with the "Big Homie" himself and was signed shortly after.

Coming into to the game competing with the likes of other "freshman class" artists such as, Charles Hamilton, Asher Roth, Wale, Kid Cudi, Bobby Ray (formerly B.oB.), Cole has successfully created his own lane. Quite frankly, he's a southern rapper with an NY flow and it's especially apparent since his biggest influences are Nas, Pac (originally from NY) and Canibus; three NY based lyrical emcees.

"Grown Simba" off his mixtape "The Come Up," hosted by DJ On Point, effectively portrays the lyrical ingenuity which the young MC possesses.

WhutsGood.com is definitely looking forward to hearing more from J. Cole.

-(kid genius.)