1.12.2024

Video: $NOT – “0%” ft. ZillaKami

The Two Underground Heroes Unite For a Furious, Highly-Anticipated Banger, Complete With a Haunting and Atmospheric New Music Video

Critical Praise:

“At a certain point, all these moments added up to one undeniable fact: $NOT is a legitimate star who makes music that will find its way to the ears of millions, no matter where it’s shared on the internet.” – Complex

“The rapper and singer has been one of hip-hop’s most exciting, charismatic and likable young guns for nearly three years now…But musically, Ethereal may be his finest chapter yet: alternately dark and light, dreamy and menacing, dismissive and romantic, evoking angels, demons, winter and summertime.” – GQ

“He’s well on his way to being one of the next independent rappers to make a mainstream splash… $NOT’s got a very particular kind of charisma, and one single at a time, everything’s clicking.” – Pigeons & Planes

“Over the years, $not has evolved from an experimental ASMR-type artist to a distinctive lyricist who’s destined to lead the new wave of the SoundCloud era.” – Miami New Times (cover story)

“Beautiful Havoc presents a spectrum of ever-changing moods, reflecting the binary suggested by its title. The tone is mostly relaxed and casually charismatic, anchored by $NOT’s precise and direct delivery, but there’s a creeping negativity on the margins…There’s enough havoc in the world already—$NOT finds time in his music for more elegant things.” – Pitchfork

“$NOT’s ‘Pressure’ Reveals a Changing Tide in Hip Hop…His nonchalant flow and reserved style does not diminish his dark, heavy lyrics and straight-to-it delivery.” – Teen Vogue

The Video:

Never compromising or slowing down, $NOT has stayed true to his underground roots even as his star has continued to rise. The Florida rhymer connects with ZillaKami, another mosh pit maven, for “0%,” his new single and music video. Produced by Joe Reeves and The Elements, and recorded in London after $NOT’s tour last summer, “0%” is a beat-shifting banger that mutates to fit each rapper’s style. The new song is an appropriately invigorating start to 2024 for $NOT, who locks into a clipped cadence over distorted blasts of bass and haunting, glitchy vocalizations. Halfway through, the tempo slows to make way for ZillaKami, as the City Morgue rhymer works a double-time flow in his signature growl. Directed by JMP, the video mimics the song’s two-headed approach: $NOT kicks it in a pristine soundstage with a souped-up foreign and a beautiful woman, as the environment grows barren and frosty, while Zilla rhymes from a ruined city in a life-sized terrarium, surrounded by black leopards, lightning flashes, and sinister rock formations.

“0%” is the first salvo in what looks to be a busy 2024 for $NOT. Last year, the 26-year-old emcee released two standout singles: the defiant “Cruel World,” featuring a video directed by Chris Villa, who directed A$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. $NOT continued to rack up streams on his 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.

Watch “0%”: https://www.youtube.com/watch?v=c2LSCzQScsw

Stream “0%”: https://snot.lnk.to/ZeroPercent