$NOT has the jump on summer love with '5 AM'
Whether you’re still up at 5 AM or have your alarm set for the time, $NOT makes it apparent there’s no reason you should be catching zzz’s a minute past 4:59 AM. The hip-hop hitmaker comes through with the visual treatment to his ‘5 AM’ anthem.
$NOT wants you wide away at ‘5 AM’
The new video comes packed with all types of fun and - whether it’s really super early or super late, it completely matches the mood and spectacle of the song. He cruises the empty streets in the third music video from his Ethereal studio album.
In full command of his artistic vision and wide-ranging talent, $NOT welcomed listeners into his dream world with Ethereal, the 24-year-old artist's new album, which has generated over 100 million streams across platforms. Today, the rapidly rising star shares the video for "5AM," the latest video for the album. Originally teased in the final scene of the AWGE-directed video for "Doja" ft. A$AP Rocky, "5AM" is one of the new album's haziest and most dreamlike tracks, combining jagged-edge, room-enveloping synths and thumping 808s as $NOT tunefully sings about his late night escapades–catch him lighting up a blunt or anyone who looks at him funny. Directed by NOTACHANCE, whose use of film grain makes the clip feel like a home movie, the video follows $NOT as he races a roadster through empty streets in the middle of the night, before heading to his house and hosting some close friends for a low-key function.
The feedback is real
Over the past few weeks and months, $NOT has only built his brand to the sky. Everyone from Complex to the Miami New Times have fired off endless praise for what he’s created in the rap game.
"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
Don’t forget the ‘Doja’ music video
Just a few weeks ago, $NOT linked up with New York rap heavyweight and father-to-be A$AP Rocky for their ‘Doja’ music video.
In full command of his artistic vision and wide-ranging talent, $NOT welcomed listeners into his dream world with Ethereal, the 24-year-old artist's new album, which has generated over 100 million streams across platforms. Today, the rapidly rising star shares the video for "5AM," the latest video for the album. Originally teased in the final scene of the AWGE-directed video for "Doja" ft. A$AP Rocky, "5AM" is one of the new album's haziest and most dreamlike tracks, combining jagged-edge, room-enveloping synths and thumping 808s as $NOT tunefully sings about his late night escapades–catch him lighting up a blunt or anyone who looks at him funny. Directed by NOTACHANCE, whose use of film grain makes the clip feel like a home movie, the video follows $NOT as he races a roadster through empty streets in the middle of the night, before heading to his house and hosting some close friends for a low-key function.
"5AM" is the first video from Ethereal since "Doja," which reached YouTube's trending chart after the audio generated over 10 million combined streams in its first week of release. Powered by a video that followed $NOT and Rocky through NYC streets and a memorable hook that caught the attention of Doja Cat herself, "Doja" premiered at #87 on the Billboard Hot 100, becoming $NOT's first Hot 100 hit as a lead artist and second-ever appearance after last year's "Tell 'Em"w/ Cochise, and it has generated over 7.2 million YouTube views and 40 million streams to date.
