N.O.K.

By the dawn of the 21st century, hip-hop sales had reached an all-time high, but one thing has remained the same. The doors were still locked, and the music industry held the keys. Young artists began to self-market on the Internet, ultimately helping to collapse the music industry as we knew it. It’s Yours explores how it became possible to become a rap star through a Twitter account, YouTube site or Myspace page. It tells this story through the unique perspectives of numerous artists, producers, record industry insiders, and music and cultural critics.

This documentary follows rapper J. Cole's 2016 HBO concert film feature on the making of his fourth studio album 4 Your Eyez Only. The film Includes musical performances from Cole, as well as stories from low-income residents in cities around the country, such as Baton Rouge, Atlanta, and Cole's hometown of Fayetteville, North Carolina.