Day 21. Protests throughout the world fighting systemic racism continue. Celebrities have taken a stand in a number of ways. Whether it be through social media, donating, or being on the ground of the protests themselves, they are contributing to the necessity of change in the country.

Last month, rapper J. Cole attended the protests in his home city of Fayetteville, North Carolina. 

And though his new song, “Snow on tha bluff” was released last night — the official music video below — it seems he wrote the song on June 4.

J. Cole, who is known to rap about serious issues and staying ‘woke’ offered bars speaking about the going ons around the protests and what activists are seeking. 

“I struggle with thoughts on the daily, feel like a slave that somehow done saved enough coins to buy his way up outta slavery,” rapped Cole in one verse. 

However, he goes on to criticize the activism of social media that he has seen in recent weeks, targeting an anonymous female, saying: “Fuck is the point of you preaching your message to those that already believe what you believe?”

Though it is not confirmed, many fans on Twitter were quick to say that the unnamed woman he was referring to was Chicago artist NoName because last month she pointed out the silence of rappers whose discographies are about highlighting systematic flaws and the Black experience in America. 

Many people have taken to Twitter to express their feelings towards the song, especially being released during a time that Black women are prime targets for harassment, sexual assault, murder, and overall pure scrutiny. 

This morning, after facing backlash around the song, J. Cole took to Twitter to not only stand by what he said in the lyrics, but encouraged his followers to follow NoName.

He closes with the verse: “But damn, why I feel faker than Snow on Tha Bluff?

Well, maybe 'cause deep down I know I ain't doing enough.”