Processing his pain from behind his ever-present hoodie, $NOT is an introverted star in an extroverted genre.
The rapper explains the wisdom behind his solitary philosophy in “Cruel World,” his defiant new video single. Delivering low-talking rhymes over minor-key piano arpeggios and haunting organs that would be right at home in a horror film, $NOT chronicles his pet peeves, ranging from short-lived relationships to fake friendships to shameless clout-seeking. On the hook, the 25-year-old finally can’t take it anymore, repeating the word “NO!” to make himself clear.
Taking inspiration from the R-Rated sleaze of “Wild Things” and the vigilante vibes of Dexter, “Cruel World” posits $NOT as a new kind of Florida man. Undaunted by the swampy weather, $NOT rocks a hoodie and puffer vest as he heads to the Everglades for some Sunshine State shenanigans, including airboat excursions, gator wrangling, and more.
“Cruel World” was directed by Chris Villa, who directed A$AP Rocky’s “RIOT (Rowdy Pipe’n)” and Ice Spice’s “In Ha Mood” videos. His first new video since the psychedelic “Easter Pink,” “Cruel World” will appear on $NOT’s next album, the anticipated follow-up to 2022’s “Ethereal,” coming this Fall via 300 Ent.