J. Cole got the rap game buzzing a few days ago when he announced his new album "Born Sinner" via Ustream. The North Carolina rapper took 'em to church for the announcement, done as a promo video through the streaming video site. "The beauty of the announcement is that the real MOMENT happened only one," said Cole. "Only the 15 or so thousand who sat in that Ustream know what that really felt like. Here's to new albums and new approaches."
Check out behind the scenes photos above.