there’s more pressure cause this is my actual job but during covid, I set myself a goal of falling back in love with making music.” As with every goal Gumanchian sets himself, it didn’t take long to achieve. Bag Or Die takes inspiration from The Neptunes and features some of “the most intricate rap songs” bbno$’s ever made. “It’s full of fun, fast, catchy, I-don’tgive-a-fuck tracks,” he says. Lyrically, Gumanchian “just says stuff that sounds good. I don’t give a shit about the message.” Later, he describes his style as “saying stupid shit over beats” before calling himself “overrated. I don’t deserve to have a music career but God bless, I do.” “I usually only put three good songs on an album and then the rest is filler, because no one listens to albums anymore anyway,” continues Gumanchian. “But Bag Or Die is 15 really good songs.” Part of him hopes it’s “received with as much thought as I put into it,” the other “doesn’t really give a shit. I’m going to drop it, then move on.” He’s got a third collaborative record planned with American rapper Yung Gravy and is going to spend the start of next year writing another album. “I was thinking about doing something super different because I haven’t really reinvented myself in a long while. I get bored,” he continues, suggesting a “spacious, alternative rock” album. “The most important thing to me is putting out good music. Making different sounding records keeps you on your toes, keeps you up to date and keeps things entertaining. I make music to have fun with myself,” he says. “Wait, that sounded sexual…c’est la vie,” he shrugs. bbno$ is releasing Bag Or Die as an album rather than a series of individual tracks because according to various algorithms, you can only really release a new single every 21 days if you want it to make an impact and he’s got a lot of music to share with people. “I might as well feed the fans who want it,” he reasons. What bbno$ really craves though? Big, smash hit songs. He knows he could spend a year “really pushing one song” and forcing a hit that way but he prefers “rolling the dice. It’s just way more fun. Call me crazy, but I love me some validation and there’s nothing better than the good, old-fashioned validation that comes from your art.” He talks in depth about how he can use platforms like Spotify to analyze and pick apart every release (“the day at Spotify ends at 4:25 pm PST. If you see an uplift in streams on the 18 or 21 day after the song first th st came out, it means you’re doing something right with promo”) but admits that releasing songs is like “shooting darts… sometimes you hit high, sometimes you hit low. It’s a lot of unknowns which sucks because in most other businesses, there’s science behind it. Music is almost all luck.” There’s an authenticity to that though. “If a fan likes a song, they’ll listen to it again. They’ll show it to their friends. It’s as simple as that.” And people certainly liked “Lalala”. bbno$ knew it was a banger as soon as it was recorded but he wasn’t expecting it to blow up as massively as it did. Still, he dismisses the idea that he’s an overnight success story. “There are freak cases where an artist does blow up overnight but for the majority of us, it takes a lot of work.” The success of “Lalala”–“jaded me a little bit,” says bbno$. “It forced me to learn a lot, really fast. It really showed me that a lot of people working in the music industry are doing it solely for money. The artist is just a product to them. There was this one guy who I would love to name because he was a douchebag, but I’ve genuinely forgotten his name. He set up a meeting with