Screenshots via Instagram/@ATMNoah1k
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Rocking the iconic Publix light green polo and a black apron, with nothing but a Pub Sub in his hand and freestyle lyrics, 20-year-old rapper ATMNoah is taking the internet by storm. The Ocala-raised rapper, whose real name is Noah Biggs, is going viral across social media with a video of him rapping and singing in front of a North Miami Publix while dressed as a worker at the legendary Florida-based grocery chain. Commenters are calling it the “most Florida video they’ve ever seen,” and we have to agree.
Biggs tells New Times he’s amassed hundreds of thousands of views on the video since posting it this week, and apparently, the ire of one Publix manager.
New Times caught up with Biggs on Tuesday, March 17, at the very same Publix where his team shot the now-viral video last Friday. (That is, before a Publix manager and local police kicked us all off the property.) Biggs says the inspiration behind his Publix videos is simply “because I love Pub Subs, bro.” Wow, he really is one of us.
Screenshot via Instagram/@ATMNoah1k
The Most Florida Video on the Internet Right Now
“I had videos that did decently before that, but that was the one that really stood out and took it up a notch,” Biggs tells New Times. “A bunch of people are saying this is the most Florida shit they’ve ever seen in their lives. That’s the main type of comment I’ve gotten, or people saying, ‘I’m going to get a Pub sub right now.’
“One woman on TikTok was talking about white people rapping, then said, ‘I just saw Justin Bieber rapping, looking like a Broward Zoe.’ And I realized she was talking about me.”
From Stocking Shelves to Spitting Bars
Biggs’ sense of humor shines through in his videos, with one showing him stocking shelves at Publix when someone recording approaches and asks what happened to his rap career. “That shit ain’t work no more, bro,” Biggs replies to the cameraman. The video then cuts to Biggs rapping a song called “Top Shelf.”
“I remember the first time when a video went viral, we were just here to get subs,” Biggs says, referring to the first video he recorded at Publix and posted in August 2025. “That’s literally all we were doing. Afterward, we were like, ‘Wait a minute, this might be a good idea to get a video in here.’ So, I posted it, and it went viral.”
The video shows Biggs rapping and riding in a shopping cart, which caused a worker to get on him and tell him to get out, he tells New Times.
The Pub Sub Behind the Viral Moment
Now, for the question on everyone’s mind (which Pub Sub was the rapper holding in the videos), Biggs tells New Times his go-to sandwich is the “Publix Deli Chicken Bacon Ranch Tender Sub.” “That’s my shit,” he says. New Times might have to add it to our list of 7 Best Pub Subs Ranked.
He hasn’t been offered a Publix sponsorship yet, but he has had the manager kick him out a few times (including during Tuesday’s interview with New Times).
The Publix corporate media team hasn’t responded to New Times‘ request for comment, nor to questions about why shoppers are allowed to open-carry guns into the grocery store, but not allowed to carry a tune in front of a video camera.
Nevertheless, getting the Publix boot hasn’t deterred Biggs and his team from planning more videos with the grocer as a backdrop, he says. They’re even considering using other Miami hotspots, like Flanigan’s, for future videos, or, more generally, well-known places like Chili’s, he said.
Photo by @killrframe
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From Ocala to Miami’s Viral Rap Scene
While the rapper started his fledgling career as a high school senior in Ocala, where he grew up, his origin story dates back to when he was only 14, he said. Biggs was listening to rappers like Broward County’s own Kodak Black, Lil Uzi Vert, Lil Skies, and Fort Myers’ Plies, whom he listened to with his dad.
He actually wrote his first song at 14, telling New Times, “I was writing back then, but now I mostly punch stuff in and freestyle. That’s what I’m better at.” Biggs knew well before he was 14 that he wanted a career in music, saying, “I’ve just always loved music, to be honest. It’s always been a thought in my head, so there was never really a breaking point where I was like, ‘Oh, this is what I want to do.’
“I started actually dropping music my senior year, and my high school classmates started fucking with it. That’s what made me want to take it to the next level, when people actually started liking my music.”
ATMNoah photo
What’s Next for Miami’s Publix Rapper
He now splits his time between Ocala and North Miami, where he moved part-time to follow his music career because that was where all the action was, he says.
Since then, he’s found a manager and has performed at several clubs in and around Miami, his manager, Dell, tells New Times. “Before then, I was inexperienced with the music business,” Biggs said. “I didn’t know anything about contracts and stuff like that, so I thought I needed to find someone who knows what they’re doing who can guide me on the right path.”
Dell helped Biggs make his first official appearance as a performer in Tampa at Teasers strip club in June 2025. “It’s a small strip club, and there were probably like 30 people watching,” Biggs said. “But now I’m performing at way bigger clubs around here.” Since then, he’s performed at Vice City World, an underground rap brand that hosts events in Miami Beach; the rap festival Florida Homecoming in October; Ivy Palm Beach (in West Palm Beach); and more.
As for what’s next for Biggs, he’s got an upcoming video shoot with Atlanta rapper 3hardaway, which will be a professional production with a real payday, his manager, Dell, tells New Times.
Biggs plans to keep making content and performing at bigger Miami Clubs, Dell says. “It’s about staying consistent right now,” Dell tells New Times. “We’ve got to keep building that following, but everything is going good right now.”
