bbno$ says, in response to my question of how to address him. He tells me that most people shorten his given name, Alexander [surname, Gumuchian], to Alex because “it’s a lot of syllables.”
Judging by what we’ve witnessed, you might think that a kaleidoscopic funhouse follows where ever he goes. You’d be as right as you’d be wrong. Gigantic hits are guaranteed though, not-at-all-excluding the aforementioned summer banger “pogo,” a collab with trailblazing DJ Diplo, the video introducing the two in retro patchwork denim, surrounded by polyester-clad party guests, Jell-O molds, deviled eggs–and plenty of multi-purpose pogo sticks.
Most would argue that catapulting from university to superstardom, and making it look like a puddle jump, requires far more than dumb luck, and he’d agree—sort of. After all, it’s really “Lalala” that branded bbno$ as an artist defined by fire-hot collabs, meteoric singles, and even his dichotomous, self-effacing, fun-suited persona. Though he knew the song was great, he had no idea it would be so huge, and doesn’t necessarily consider its insane success a positive.