— Never compromising or conceding to trends, $NOT has become a rap star on his own terms. Stepping out from the shadows to instill fear in the hearts of the weak-willed, $NOT shares his new single “BULLY.”
Produced by LVCIEN and SG.1, “BULLY” mixes aquatic electric piano with ethereal, high-pitched synths and subsonic 808s, creating a suitable sonic bed for $NOT’s deadpan smack talk. The rapper sends warning shots at anyone stepping to him, as he elucidates his individualistic life philosophy: “And I do what I do cause I know that these n****s not gonna do nothing for me bro/And this life that I live and the way that I move, better get out my way cause it’s cold.” In the video, $NOT rides around in his Cybertruck with his girl, fending off rivals for her affections with his squad of hooded associates.
“BULLY” is $NOT’s second new single of 2024, following the mosh pit anthem “0%,“ a collaboration with ZillaKami of City Morgue. The 26-year-old rapper is preparing for a busy year, highlighted by his upcoming album, his first full-length project since 2022’s acclaimed Ethereal. Last year, $NOT released two standout singles: the defiant “Cruel World,” featuring a video directed by Chris Villa, who directed A$AP Rocky’s “RIOT (Rowdy Pipe’n)” and Ice Spice’s “In Ha Mood” videos, and “Easter Pink,” a laid back slapper with a psychedelic video of its own. The 300 Ent. signee spent much of the year on the road, highlighted by his headlining 33-date “Get Busy Or Die Tour.” With support from Night Lovell, Eem Triplin, and DC The Don, the fast-selling “Get Busy Or Die Tour” connected $NOT with fans from coast to coast – selling over 45,000 tickets.
As he toured and released new singles, $NOT continued to rack up streams on his formidable catalog, powered by fan favorites from his albums — TRAGEDY + (2019), Beautiful Havoc (2020), and Ethereal (2022): several of his songs earned RIAA certifications last year, including “Mean” (GOLD), “Gosha” (PLATINUM), “Tell Em” (2x PLATINUM) and “Beretta” (GOLD). Overall, the hoodie-clad rapper has generated over 2 billion total streams across platforms.
With a new album on the way — details to come soon — keep an eye on the young rapper as he continues to evolve into an icon on his own uncompromising terms.