Cole named the song after a 2011 movie Snow on tha Bluff
, which tells the story of real life Atlanta robber and crack dealer Curtis Snow. The film's title refers to the protagonist, and to Atlanta's neighborhood The Bluff, which is infamous for crime and drug dealing. The motion picture's realistic drama documentary style gives the impression that the footage showing crimes being committed actually happened, but after investigation they were discovered to be fictional. But damn, why I feel faker than Snow on Tha Bluff?
Well, maybe 'cause deep down I know I ain't doing enough
Cole is wondering if there is some truth in Noname's criticism and worries that like the titular movie he is a fake. His songs like "Neighbors
" discuss African-American plight, and many of his fans see him as a voice of his generation, but the rapper feels he has come up short in supporting the Black Lives Matter movement.
Cole may be a bit hard on himself as he did take an active role in the protests in his hometown of Fayetteville, North Carolina.