$NOT: The 'Easter Pink' flex is all about the Big Apple glow up

Is there a better city in the world? Just keeping it 100. Rap artist $NOT does way more than just deliver a fire visual from New York City courtesy of his new ‘Easter Pink’ music video. He completely delivers Big Apple vibes from start to finish.

The official music video has arrived and the wait now returns for even more cinematic awesomeness from the hip-hop heavyweight.

Rising to prominence with his quiet intensity and deep musicality, $NOT is embracing his role as a leader of the underground. Taking a trip to the Big Apple, the city of his birth, the 25-year-old Palm Beach, FL rapper shares "Easter Pink, his new video. Over shimmering, psychedelic guitar riffs and bold, thumping bass, produced by MBWAV, $NOT sermonizes about cars, killers, loneliness, Nikes, and more in his steadfast, sinister delivery: “I got hella money but it don’t mean nothing/Cause what’s happiness if my brain can’t function/My mental’s all trapped and I can’t feel nothing, I’m running.” In the "Easter Pink" video, shot with an appealingly lo-fi grain, $NOT drives around the streets of New York in a BMW of the titular color. $NOT rocks a faux-fur zip-up hoodie to match his car, as he blazes up in the Five Boroughs with a coterie of homies, including Queens' own Lil Tecca.

“Easter Pink” arrives shortly after $NOT wrapped up the 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” kicked off on May 4th in Orlando, FL, snaking across the country before finishing on June 22nd in Nashville, TN.

"Easter Pink" is $NOT’s first new music video of 2023, arriving after a banner year in 2022 that helped catapult the New York native’s catalog to over 2 billion total streams. Last February, $NOT shared his project Ethereal via 300 Ent., with creative direction by AWGE and appearances from A$AP Rocky, Trippie Redd, Joey Bada$$, Juicy J. The AWGE-directed video for the single “Doja” ft. A$AP Rocky reached YouTube’s trending chart after the audio generated over 10 million combined streams in its first week of release. Powered by 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.

With two billion streams in the bank and plenty more music to come, keep an eye on the young rapper as he continues to evolve into an icon on his own uncompromising terms.