Treating music as a vessel through which he can unleash his darkest thoughts, $NOT is never afraid to say what’s on his mind.The South Florida star shares his new album Viceroy, out now via 300 Entertainment.
$NOT explains the inspiration behind the album: “Naming my album Viceroy just made sense because that butterfly stands for transformation and resilience—which is what I’ve been through in this industry. People might not get it, but Florida’s in my blood, and the viceroy is a symbol of that struggle and growth.”
While sonically the project returns to the moody abrasiveness of $NOT’s earlier work, Viceroy expresses a newfound emotional maturity from the 26-year-old star who dives into topics like love, love lost, and the throes of fame. Over the course of the album’s 17 tracks, $NOT explores every stage of a relationship and the emotions that come with it. “WHAT YOU DONE” finds $NOT deep in his feelings, wondering how he allowed himself to fall so hard for someone who broke his heart.
On album focus track “LONELY MF,” he begs to turn off his emotions, blaming himself for the breakup and vowing to never love again over distorted background vocals and a breezy guitar melody. “HELP REFUSER” is $NOT at his most vulnerable, getting deeply introspective atop stripped down production.
The album has cinematic production, creating a multi-layered sonic universe for $NOT to unleash his boastful bars and relentless disses.
Along with the album, the South Florida artist shares the new video for “WHEN LIFE GETS RUFF,” a highlight from the album. Sinking his teeth into a minimalist and eerie horrorcore instrumental, “WHEN LIFE GETS RUFF” finds $NOT looking out for number one, steeling himself against the fickle actions of his friends and enemies alike, while taking comfort in his vices.
The video finds $NOT elucidating his paranoid worldview, as he talks tough in the rain in his luxurious (and waterproof) hooded vest, and vibes with the giant skull from the Viceroy album cover.
With Viceroy out now, keep an eye on the young rapper as he continues to evolve into an icon on his own uncompromising terms.
© 2024, Seth "Digital Crates" Barmash. All rights reserved.
