Florida native $NOT just shared his third studio album Ethereal this week. Coming off an underrated 2021 with no full length release, $NOT is ready to solidify his spot in the upper echelon of hip-hop. There isn’t a lane in hip-hop that $NOT hasn’t touched yet and he has seemingly separated himself from majority of rappers in the game. $NOT has the versatility to deliver a rowdy track with grim and violent punchlines or he can slow it down and take a more melodic approach.
“Doja” was the second single from Ethereal and $NOT taps A$AP Rocky to assist on the song. Let me address the elephant in the room, this track has references to pop star Doja Cat. Whatever $NOT and Doja Cat have between them remains to be seen, but that isn’t what this article is about. The “Doja” instrumental compliments $NOT and A$AP Rocky so well. The ominous chopped vocals add a sinister element to this track. The booming 808s and percussion come in to create one of my favorite instrumentals of the year so far. The production blends perfectly with $NOT’s vocals and doesn't overpower him, he instantly begins the song with an aggressive hook. I do wish that A$AP Rocky went harder on this song but I can’t complain. “Doja” is a complete track that shows $NOT and A$AP Rocky flexing their strengths.
The music video is full of sporadic edits and unique shots. $NOT and Rocky’s posse travel around the Five Boroughs. There even is a short tribute to Virgil Abloh at the end of the video. You can check out the visual for “Doja” above and continue to stream $NOT’s new album Ethereal.
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