No more Mr. Nice Guy,

from J. Cole (Ft. Jay-Z) – Mr Nice Watch Lyrics on Rap Genius

Cole is getting rid of his heretofore friendly persona and is fully prepared to play the arrogant, materialistic, rich rap star — thus the “hello Mr. Nice Watch” line that follows. After all, nice guys finish last.

Interestingly, it’s unclear here whether this is a choice, or whether he feels forced to do this by his antagonists. This is in contrast to Jay, who later in the song seems to take pleasure in having to make this switch

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