$NOT Enlists A$AP Rocky For Crazy "Doja" Visual From Upcoming "Ethereal" Album

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.