By Simon Vozick-Levinson
Updated June 23, 2010 at 09:04 PM EDT
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Is “Who Dat” the song that will take Jay-Z’s Roc Nation protégé J. Cole from rapper on the cusp to mainstream star? After watching the video he released for the single this week, I’m inclined to think it just might be.

The clip unfolds in one leisurely take. If you believe the directors, it was just their second try. Cole, 25, strides through his native Fayetteville, N.C. like he’s already a king, punching the air to punctuate his neatly arranged boasts. Along the way the charismatic spitter encounters a marching band and indulges his inner pyromaniac, the better to suit the song’s incendiary hook. It’s all very cleverly executed. And watching this a few times has gotten “Who Dat” even more firmly lodged in my brain than it already was.

Check out J. Cole’s “Who Dat” video (some NSFW language) after the jump. Then let us know if you’re looking forward to his upcoming debut album — and if you think he could follow Drake and B.o.B as hip-hop’s next big-time breakout.

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