Alex Gumuchian has never met anyone who works asBA bbno$
BY hard as he does. In the six years since he launched his music career as bbno$, he’s released six albums, four EPs and countless standalone singles. Another album Bag Or Die is out in October, with the next two already in the works. Today, he’s in London for 20 hours, ahead of a lengthy European tour. Less than 48 hours ago, he was finishing up a North American run in Toronto and there’s another planned for November. “If I had five of me on my team, I would be Harry Styles,” he says with a grin. With over three billion streams on Spotify, he’s not doing too badly on his own. If he’s feeling the weight of his grueling tour schedule, Gumuchian doesn’t let it show. Walking around North London, he clambers onto broken fridges (and makes the amateur mistake of looking inside) before flagging down a passing ice cream van. Moments latnothing better. It’s a very euphoric feeling. Nowadays,NO er, he’s inside learning the art of soft serve with enough giddy enthusiasm, that we’re changing the phrase “kid in a candy shop” to “Canadian rapper in an ice cream van.” “That was one of the coolest things I’ve done in a while,” he says a little later, no pun intended. “I’ve always wanted to see inside one of those. If you don’t ask, you don’t get,” he adds with a shrug. That relaxed yet ambitious attitude drives his funky, funny hip-hop track. “pogo”, his recent dream-come-true collaboration with Diplo takes heavy tongue-in-cheek inspiration from Lady Gaga’s “LoveGame” while breakout track “Lalala” is a deliberately “braindead” track. Released in2019,it’s been streamed over 800 million times on Spotify alone. “It’s bigger than most Drake songs,” Gumuchian says matter-of-factly before explaining how it was made on a low budget. “That doesn’t matter though. If you listen to it, it’s perfect. And perfect songs blow up.” As a kid, Gumuchian was always going to shows and wondering what the view was like from the stage but bbno$ was born after he “made a song with some friends while we were unbelievably high. The track was so bad, and we all knew it but I had so much fun actually making it.” To this day, he’s still chasing that same, carefree excitement. “Making a song and having fun, there’s
WORDS by ALI SHUTLER PHOTOGRAPHY by MATT HASS STYLING by CASSIE WALKER