You’ve probably come across bbno$ (aka Alex Gumuchian) amidst one of two fever dreams of endless scrolling: down through TikTok, or swiping right on Tinder. His and Y2k’s hit “Lalala” shot to virality through promo on these two platforms (among other creative avenues) back in 2019, off the back of his first EP release two years prior. Since then, the artist has released a host of EPs and albums, solidifying his place in the alternative music space. He’s now gearing up for a major post-pandemic tour.

Flaunt caught up with bbno$ to chat about going viral, words of wisdom, and his upcoming live shows.

You’ve had a couple of amazing years, viral hits, and are streaming in the millions. Tell us how you came up with the name bbno$ (baby no money)?

I cannot complain about where things are currently at in my business/career, but I mean the desire to have more hits is genuinely a thing that haunts me at night. I am talking about sweaty sleep without grasping the benefit of REM. Having to buy bed after bed…..lol this is pointless.

You know the story is on the web and plastered everywhere. Long story short, I was a part of this group with my friends called BBG, which stands for Broke Boy Gang. My alias under this group was bbfreestyle. I was the youngest of the family and I would unfortunately just freestyle my verses. I am being honest when I say that I fucking suck at freestyling, so having me not on most of these songs was a benefit. We got booked at Fortune Soundclub in the back room, which was the same night as Jazz Cartier. We ended up wanting to get uniforms, you know to keep it ridiculous and funny, boy band shit. My good buddy Dan, who is currently my DJ, went out to get the shirts pressed and bbfreestyle didn’t fit on the back of the shirt. From that day forward, bbno$ was born due to formatting issues. I remember reading it out loud one time and I was like man, honestly that shit is catchy.

The video for your new single, mathematics, is chaotic in the best way possible. How do you strike the balance wherein you can infuse a song and visual with fun and jokey sentiment, while imparting what’s actually a very practical piece of advice: do the math; be fiscally responsible?

The video is a perfect representation of what my director and I do, which is just have fun, keep it looking DIY, and enjoy the time we have together. I feel like unless it's traumatically depressing, it has to be emphatically entertaining and most of the time that shines through when you are having fun and being yourself. As far as the math shit, I failed math 9, so I am not really one to speak, haha. I am genuinely pretty good with my money though. I just save it because you never know when you will be fucked.

You’ve had a couple of bouts of ‘going viral’ (first Jackson Yee’s video, then “Lalala” on TikTok). What are those periods of time like, where you’ve got this sustained, heightened attention, versus the day to day of working in the industry and making music?

The psychological effect it has had on me is interesting. I am very fortunate to have worked my ass off prior to both of these inferences happening, but it was very overwhelming. Having a hit is extremely entertaining and also validating at the same time. The decline of success after having such a big hit is also difficult to navigate, but I am thankful for Covid for my mental health (as crazy as I may be saying that). If I were unable to slow down, I would have been outright doomed. I was working myself into the cement, especially my mental health. The long story short is to get a therapist.

Hits in comparison to an average day. They are all the same, the days when you have a hit going around is just more fun cause something is working. Kind of like when research actually works. Super invigorating.

In a stark divergence from where you’ve ended up, you were headed down the Olympic swimming route when you were younger. Do you think you would have found your way to music had you not injured your back way back when?

I have no idea to be honest. My brother makes music, so that could have been a route. I never really ever listened to music when I was younger, so my desire to potentially be a musician was never really there, but I love my job endlessly.

You stream on Twitch as well—what do you find unique, if anything, about this method of connecting with fans, versus your usual social media options?

You knock a barrier down, and I personally love how it's knocked down. Fans really see the true you. Obviously you are able to turn it on and act the whole time, but that's not why I do it. Connecting to my die-hards really makes me happy. It's super fun and wholesome, one could say.

I am also a gamer and have played video games most of my life because it's my happy place lol. All other social media is great, but twitch is different ‘cause you are literally live the whole time.

You’re now embarking on tour—what are your hopes for this next set of live shows?

My hopes for the next set of live shows is to have them be bigger, better, more fun, and more insane. Doing live shows is one of my favorite things, it feels like I show up and perform for the people who make my life unbelievable. You know, I do it for the people who support me. Gravy and I are going on tour and traveling the world. It's absolutely going to be an insane shit show.

So far, you’ve told fans to eat their veggies and do the math. If you could impart one more vital piece of advice, what would it be?

Be yourself. Just try to be positive and enjoy your life. Life is beautiful. Perhaps do a little acid if you are ready to experience pure bliss. Exercise, eat well, etc.

Fashion and style seem so vital to your video storytelling, tell us your approach to fashion?

Wear shit that is fun and comfortable. Comfortability is key. Think about it this way: if you have a nice chair to sit in that fits your body ergonomically for comfort, why wouldn't you have a nice outfit that fits you well and makes you feel comfortable?

What’s next for bbno$?

A bunch of therapy sessions and purchasing hotels that have a 24-hour gym included while I'm on tour.