Before rising to the top of the game, J. Cole was just a kid from North Carolina waiting to hand JAY Z a beat tape. His videos forgo theatrics in favour of an everyman appeal: The stripped-down clip of “Lost Ones” was filmed before he had a record deal, but he still released it years later. And he's got a sense of humour too: The “Wet Dreamz” video tells a story of puppy love with actual puppies.