Rap Star J. Cole Brings Back Trunk Sales at HBCU Tour

The North Carolina rapper is selling copies of his new album out of his Honda Civic at college campuses across the country.

Published on Feb. 13, 2026

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Rapper J. Cole is embarking on a "Trunk Sale Tour" where he is showing up at various historically Black colleges and universities (HBCUs) to sell physical copies of his new double album "The Fall-Off" directly out of the trunk of his Honda Civic. This harkens back to Cole's early days when he would sell his first mixtape CDs this way at college events. Despite the chaotic scenes, Cole has been able to connect with fans and provide a unique listening experience by inviting them into his car to preview the new album.

Why it matters

Cole's Trunk Sale Tour represents a return to the grassroots, community-driven marketing tactics that were common in the early days of hip-hop. By directly engaging with fans at HBCUs, Cole is tapping into the culture and history of these institutions while also providing an intimate, personal experience that contrasts with the typical celebrity album rollout. This approach highlights Cole's commitment to his roots and his desire to maintain a connection with his core audience.

The details

For his self-proclaimed final album, the North Carolina rapper has been stopping at various HBCUs, including Howard University, Hampton University, Atlanta University Center, and North Carolina A&T University. At these pop-up events, Cole has been swarmed by fans eager to interact with him and purchase physical copies of "The Fall-Off" directly from the trunk of his Honda Civic. While the crowds have sometimes been too large for Cole to actually sell many CDs, he has still managed to connect with fans, sign autographs, and even let some listeners preview the new album in his car.

  • On Wednesday, Cole arrived on Howard University's campus in Washington, D.C. to host a Trunk Sale pop-up.
  • Earlier this week, Cole had better luck selling CDs at Hampton University and Atlanta University Center.
  • At North Carolina A&T University, Cole was greeted by thousands of fans, according to a local CBS News affiliate.

The players

J. Cole

A Grammy-winning rapper from North Carolina who is embarking on a "Trunk Sale Tour" to promote his new double album "The Fall-Off." Cole started his music career over a decade ago by selling his first mixtape CDs out of his trunk at college events.

Zoë Watkins

A fan of J. Cole's music who attended the Howard University pop-up event and was impressed by Cole's grassroots approach to connecting with his audience.

Eric Brown

A photojournalist and longtime J. Cole fan who attended the Howard University event and admired Cole's nod to early hip-hop promo techniques with the Trunk Sale Tour.

Wes Moore

The Democratic governor of Maryland who is a fan of J. Cole and tried to invite the rapper to perform at the Government House in Annapolis.

Ciera Lindsey

A longtime J. Cole fan who was able to join the rapper in his Honda Civic in Silver Spring, Maryland to preview his new album "The Fall-Off."

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What they’re saying

“I've never seen anything like that before. He started his music journey like this and he's doing this more than a decade later. He's out in the streets with people, it makes him — I don't want to say more humanlike, because he's human — but it makes him more approachable and interesting. He's not just this big artist.”

— Zoë Watkins (The Washington Post)

“He tried his best to maintain the situation, the crowd control, himself. [He] was signing autographs, he was on phone calls with people, on their FaceTimes, talking to their family members. Just a real human.”

— Eric Brown, Photojournalist and J. Cole fan (The Washington Post)

“I was so nervous. My friend and I were like, 'We can't be the crazy fans because we really, really want to savor this moment.' We both understood that this is very personal. It's meant to be a listening experience. I wanted to make sure that I could soak in every single moment.”

— Ciera Lindsey, J. Cole fan (The Washington Post)

What’s next

Cole plans to continue his Trunk Sale Tour at additional HBCU campuses in the coming weeks, providing more opportunities for fans to connect with the rapper in this intimate, grassroots setting.

The takeaway

J. Cole's Trunk Sale Tour represents a refreshing return to the community-driven, fan-focused marketing tactics that defined the early days of hip-hop. By directly engaging with his core audience at HBCUs, Cole is reinforcing his commitment to his roots and providing a unique, personal experience that contrasts with the typical celebrity album rollout.