On November 11, Tony Shhnow will return with a new full-length project called Plug Motivation. The title’s nod to Jeezy’s iconic mixtape series is a reflection of Tony Shhnow’s deep Atlanta roots; emerging as a star of the plugnnb scene, Shhnow has spread his wings across seven projects released in the last 12 months, catching the ear of Brent Faiyaz, who appears on the remix of the Reflexions track “Don’t Look At Numbers.” (The pace is seriously crazy: Da World Is Ours 3 came out just this month).

Shhnow is a rapper more captivating than most when he’s feeling dismissive — it’s a combination of the snarl hiding behind his delivery and the cutting lyrics themselves. When he barks “You can say what you want, bitch / Can’t say that I’m broke” in his new song “Can’t Say That I’m Broke,” his voice is marbled with layers of deep authenticity. The beat’s plush chords and twinkling chimes leave the song feeling like a well-deserved deep breath after Shhnow has finished running through the competition. In the music video, streaming below, Shhnow takes over New York City, pouring out expensive-looking bottles in Time Square and making friends on the subway. Watch below.