They're saying that's a real possibility
The thought alone is killing me
With this song (as well as Born Sinner’s first single Miss America), Cole has told listeners that the material on his upcoming album is far from the formula-made, poppy radio singles some critics said plagued his debut. Though those critics may be pleased to hear Born Sinner could be less “mainstream”, “they” at his label are telling him there’s a real possibility the album could flop without any big hits.
With these past few lines, Cole portrays himself as worried sick — if his forthcoming album doesn’t do well he could maybe run into some financial trouble. This line captures the essence of the song, as Cole’s spilling out the “things he thinks quietly”. One should also note that it is Jermaine’s Mom shown walking to a USPS car on the accompanying artwork seen below.
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