Utilizing max energy, aggressive camera work, unconventional video editing, and New York City as the backdrop, the video exposes other creatives for their lack of creativity or flat-out laziness.
Directed by HIDJI, a director from AWGE, the new video for "Doja" follows both rappers as they go beast mode in the Five Boroughs. Though he hails from Miami, $NOT was born in NYC, and he tours the city like a local, heading from Bed-Stuy brownstones to chic tattoo parlors on neon-lit streets. Ever the uptown ambassador, A$AP Rocky takes $NOT and his crew through Harlem, stopping in project backyards, subway stations, and more. Throughout the video, a mini version of the hooded rapper performs in a picture-in-picture inset, encouraging his fans to rap along. The video ends with a touching tribute to Virgil Abloh and A$AP Yams, as the music shifts to one of the album's more "ethereal" tracks, and Rocky gazes at a memorial mural that honors both of his late friends.
$NOT is a rapper's rapper, he says what he wants, how he wants.
“Lollipop you get shot/ pick your body up and drop”
Rap is best when it’s raw. Proclamations in the hook aside, the song is the right amount of in-your-face braggadocio that rap is built off. AWEG is the creative force not only behind this video but the creative behind $NOT and his upcoming project "Ethereal". Slated for a February 11, 2022 arrival, we can only brace for the obnoxiousness that is sure to come from that effort.