$NOT has proven himself an artist more than worthy to carry the torch for hip-hop's next wave. Originally making a name for himself on SoundCloud, the last year has seen the Florida rapper make major festival appearances, receive notable co-signs from the likes of Billie Eilish and Chief Keef, sell out shows across the country, and release his acclaimed debut album - TRAGEDY +.
Today sees $NOT dropping the visual for "PRESSURE," a choice cut from his debut album. Kicking off with a crash landing of the car featured in the Maggie Lindemann-assisted single and video for "Moon & Stars," the new visual wastes no time in establishing its trippy tone.
Intercutting live performance videos from $NOT's sold-out North American tour with kaleidoscopic-visuals, watching the "PRESSURE" video is akin to watching a lucid dream play out, stuck somewhere between reality and fantasy.
The effect is heightened all the more given the track's hypnotic flute line and excellent use of sampling. From the SpongeBob SquarePants season two, episode 30 "Hi Kevin" (for all my day ones out there) sample to the vintage vocal samples, "PRESSURE," video and all, is a promising illustration of hip-hop's woozy, limitless future.
Watch the "PRESSURE" video below: