We probably never could have imagined this point in hip-hop history back when Nelly and 50 Cent were the biggest rappers in the world, but after nearly a decade with Kanye West as The Guy, now nobody really bats an eye when a big-name rapper makes an arty, muted, contemplative video teaser for their new album. J. Cole is the latest dude to get spiritual and weird in the name of an upcoming LP (out Jan. 28) now, posting such an album teaser to his Dreamvillain blog, in which he advertises for his Born Sinner with a short video of a child (who looks like a second-grade J. probably did) praying at a church, then holding up a bunch of signs:

Sure, why not. Watch the whole thing here, it's kinda cool: