$NOT & ZillaKami: The '0%' music video completely raises the greatness bar

Need your mind blown? Just look at how rap artist $NOT is coming through these days from full-fledged anthems to cinematic music video masterpieces. The latest contribution for The Culture? How about a must-see ‘0%’ visual flex?

$NOT comes through with the ‘0%’ music video

The song is pure audio fire but it’s more than just bars. $NOT steps things up with collaborator ZillaKami for a hard-hitting music video, too.

 $NOT just dropped his new video single "0%" ft. Zillakami via 300 Ent – watch here!

Distorted drums and grueling synths are the backbone to $NOT & Zillakami's rambunctious, quickfire bars. It's loud, it's brash, but who's surprised? Even $NOT repeatedly shouts "cause since when did we chill" on the chant worthy hook. My favorite part of the song is the way the beat transitions from $NOT's to Zilla's verse. And it's made even better in the JMP directed video.

Opening up on a terrarium in a pristine soundstage, $NOT fires off bars while surrounded by a souped up foreign and shrink wrapped weapons. As $NOT's verse fades away, the camera slowly zooms into the terrarium and a forested world opens up. Zilla rhymes from a ruined city, surrounded by black leopards, lightning flashes, and sinister rock formations. Close ups on the pair's grills accentuate their menacing growls to close out the video.

Since dropping Ethereal in February 2022, $NOT has been quiet on the music front, but he's been building brick by brick on the road. In 2022, he supported $uicideboy$ on their infamous Grey Day tour and in 2023 he headlined his own Get Busy Or Die Tour – where he sold over 45,000 tickets across 33 cities. He also made his way to Europe for the first time this year to perform at Rolling Loud Portugal and Germany, Clout Festival and Splash! Festival. Now, my favorite moment of the year was when A$AP Rocky brought $NOT out to perform "Doja" during his headlining set at Rolling Loud Miami in July.