Covering Atlanta, Georgia and many of its suburbs, the area code 404 has lent itself to the title of the latest single from Matt Citron, a local MC whose bold take on Jay Electronica’s “Exhibit C” caught the attention of Heads earlier this year. At the time, he told Ambrosia for Heads “I’m not looking to be some bullshit gimmicky white boy rapper that people listen to just because of the color of his skin,” and with the success of his video for May’s “Tabasco Flows” (which has garnered over 30,000 views), it seems he’s well on his way to dismantling any notion of a gimmick, and now he’s enlisted the help of some fellow ATL talent to drive the point home.

CyHi The Prynce & Locksmith Combine Their Superpower Skills In One Cypher (Video)

Featuring Cyhi the Prynce and Money Makin Nique, “404” is unsurprisingly an all-ATL affair. Sporting a horn-driven beat, it features the skillful pliability Citron brings to his delivery style (and he utters the words “no gimmicks” at the top), while Cyhi is on the map with a verse about his life story and a humorous sensibility (“Dropped outta school, I was bored with that/my principal said I’d be a drug dealer and I wasn’t gonna be any more than that/I ignored his ass, grabbed the scale/At 16, a nigga had bags for sale”).

Particularly notable about the song is that it has been released by Sony Music Entertainment, which could speak to Matt Citron’s having been signed, a development that would allow him to put on for his city in a major way. And, according to a recent Instagram post, he’s also been in the lab with Diggin’ in the Crates’s Buckwild.