$NOT's "Pressure" Reveals a Changing Tide in Hip Hop

Tucked into a tightly-closed hoodie, $NOT chooses not to wear his personality on his sleeve, but in his social media presence. Images of the rapper rarely show more than the center of his face beyond swank streetwear. Although his aesthetic may signify shyness and mystery, $NOT does not hesitate to digitally deliver charisma garnering him a cult-like following who enjoy both the music and the interaction.

Born Edy Edouard, the 22-year-old rapper is a rising force among Gen-Z’s hip-hop newcomers. $NOT’s breakout hit “GOSHA” has earned over 17 million plays on Soundcloud alone and over 100 million streams on all digital service providers. Another fan favorite “Billy Boy” is featured on an episode of HBO hit series Euphoria, starring Zendaya.

His nonchalant flow and reserved style does not diminish his dark, heavy lyrics and straight-to-it delivery. $NOT's music has space to evolve — a lot of it is riddled in expletives and chauvinistic interpretations of relationships and sex — but like his contemporaries, he’s describing a reality that questions gender roles and agency. His debut project - TRAGEDY +, released March 6, showcases $NOT’s ability to approach music with fresh ears. He blends Southern hip-hop influences with modern, edgy synths and warm guitars, creating melodies on heartbreak and violence.

‘Pressure’ is really like my favorite, favorite song,” he says of track that delves into the trappings of a perilous lifestyle of crime and impassive sex. The Florida-bred rapper crafted a unique sound that has garnered the likes of Billie Eilish, however, the admiration that matters most to $NOT comes from his fans.

$NOT’s strong relationship with his fans derives from their digital bond. Instead of operating as a solo force, separate from listeners, he sees the importance of connecting with his audience and the value in their engagement. The rapper interacts with fans on Twitter, Instagram, and even in group chats.

“I’ll literally add fans in a group chat and talk to them. I try to interact. It will be a hundred groups with fans and I’ll just talk, tell them that I’m dropping something. They’ll be really amped up,” says $NOT.

On Tik-Tok, fans use his sound as the background for their skits and dance videos. $NOT makes the effort to create special moments for his followers with a habit of ‘going crazy’ on Twitter, his favorite social media app for engagement. What will be interesting is if the rapper chooses to interrogate the growing desire for conscious lyricism into his music for his ever-expanding, honest fanbase.

All the while, $NOT enthusiasts go above and beyond to support their reigning underground king of alternative rap, as he continues to break into mainstream audiences. They frequently share his music, generate custom memes, and upload selfies mimicking his distinct extra-cozy hoodie style. Fans even purchased $NOT a shoutout from actor Drake Bell, in support of - TRAGEDY +.

For $NOT, however, many of his fans came before “GOSHA” propelled him to new levels of fame. Although $NOT has a strong online fan-club, his admirers greet him with the same energy offline. $NOT admits he had to adjust to some in-person fan interactions. “Sometimes it'll be awkward talking,” the rapper admits. “When they are talking to me it's cool and then, you know...awkward silence. [But] I still like meeting them in person.”

Off the strength of his SoundCloud releases and social media audience, mosh pits across North America raged out in $NOT’s presence before the world shut down due to coronavirus. At the top of 2020, the rapper wrapped up his first tour.

“I will never forget that,” says $NOT. He continues, listing Vancouver, Chicago, and New York as favorite stops, “All of them were lit, but for some reason, I really like Canada. They caught me off guard. The people there are real crazy. They’re nice people but they are real crazy at a show.”

What’s next? With - TRAGEDY + under his belt, $NOT looks forward to heading overseas (post-pandemic). He hopes to make it to Australia to meet the fans who frequently send him their national flag in emoji form. Still, $NOT hopes to continue building his fanbase on his artistry, growing to unreached heights.

“Hopefully, I’ll be a household name.”

Originally Appeared on Teen Vogue