Yung Lean’s video for “Kyoto” has more than 13 million views on YouTube. Stop and let that sink in for a moment: Many millions of people have been drawn to the music—and the world—created by a Swedish rapper otherwise known as Jonatan Leandoer Håstad, who, until recently, lived at home and wasn’t old enough to legally get into the venues he was invited to play in. Who knows what “AF1’s,” which you can listen to here on Vogue.com, will generate?

In town for Stockholm Fashion Week, I sat down for a conversation with the young star and the de facto leader of the Sad Boys movement.

So what is it that keeps those views coming? It’s more than the music that gets people clicking. The fancy cars and good-looking posse are draws, for sure, but it just might be the bottle of Arizona Iced Tea, one of Håstad’s favorite beverages, that’s the most important prop of all. To the super fans who turned Lean and his homemade-feeling “Hurt” video, released in 2013 when Håstad was 16, into a meme, it’s anything but a silly detail; it’s a Sad Boys symbol, and recognizing it bestows a sense of belonging.

“You definitely get dragged into a world of craziness,” says Håstad, when I ask him about his followers. “It’s like going to Hogwarts, definitely.” As for who or what the Sad Boys are, Håstad says, “I would just say it’s a group of friends.” To be specific, they are Yung Lean and producers Yung Gud and Yung Sherman. All of them do their own thing, and they all work together in addition to being closely aligned with other creatives like the Gravity Boys. And why are they sad? They’re not really: Emotional is the word. “Don’t be sad, be happy. Be whatevr u feel like,” the Sad Boys have written on their Tumblr feed.