The Off Season
For athletes of both the professional and amateur ranks, the time between seasons is an opportunity to recuperate and to sharpen their tool set for the next run. Superstar MC J. Cole, whose career has long been inferred by both basketball metaphor and actual basketball playing, has crafter his The Off-Season mixtape.
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The Off Season project is a tour rebranding concept. This project is not affiliated with Dreamville Records. As stated, J. Cole’s life has been influenced by basketball. Incorporating the basketball mindset, The Off Season identity has transformed from a comfortable, minimalistic tour to outgoing and dominating. The Off Season tour’s basic appeal allows a new creative approach. The tour leaves room for improvement in capturing J. Cole’s drive and persona. To add to the basketball mindset, the headline font “Amsterdam Four” is in a signature form-- similar to a basketball players’ autograph. The concept of the basketball goal on fire was emphasized to show the nature of not only J.Cole, but the album itself is--- fire. Merchandise jerseys and basketball shorts are consistent with the abstraction and gives the audience a sense of inclusion. Additionally, the date of the tour plus the time of release for each location in one post was necessary for the audience and allowed the audience to be convinced with the information in one place-- rather than two. Overall, by creating a more immerse concept, this brings greater attention to the metaphors and experiences J.Cole discussed in the album The Off Season and brings a sense of personality to the tour.
