Talks about the highly anticipated J. Cole and Kendrick Lamar collaboration album continue despite the silence of both camps about the project. But it seems like the album will remain in the backseat after Kendrick takes on a new role as a music video director.

According to a report from Exclaim, Lamar joined his friends PANAMÆRA and Top Dawg Entertainment president Dave Free in directing the latest music video of new TDE artist Lance Skiiiwalker, for the song "Could It Be."

This is the latest project that "These Walls" rapper had been reportedly doing during the past couple of months, after he recently lent his rhymes for Mister F.A.B's new song "Survive," which is featured on the album "Son of a Pimp." Lamar is also involved in one of the songs featured in Beyoncé's latest album, "Lemonade."

Meanwhile, J. Cole is also reportedly busy preparing for his upcoming concert in Ticketpro Dome in Johannesburg, South Africa, happening in June 18. The "Apparently" rapper will be joined by some of Johannesburg's top hip hop artists and DJs, including Reason, Emtee, Kwesta, and Speedsta.

But despite the individual projects of both artists, fans are still holding onto Free's statement in an interview with MTV in the beginning of the year, saying that "Everything's a possibility, but I'ma say this, too: Kendrick and Cole are in a place in their careers and in their lives where they have to keep going. Of course they're two of the biggest rappers out, but they still have to keep grinding. There's so much work that they have to continue to do."

Free also explained that fans should understand that both Kendrick and Cole are musical geniuses, which means that both of them could take a long time in order to create a song.

"It all has to be a singular project, but it just can't happen overnight," the TDE president said.