If you are one of the 19 million people who have viewed Yung Lean’s “Kyoto” video, you may be familiar with Ecco2K, who, with co-vocalists Bladee and Thaiboy Digital and producers White Armor and Yung Sherman, are the Gravity Boys Shield Gang, a crew closely associated with Yung Lean and Sad Boys who took over Ann-Sofie Back’s shop during Stockholm Fashion Week.

Confused yet? This is the kind of tangled web that Reddit users go mad for, but suffice it to say that these are a bunch of young electronic and cloud-rap musicians with colorful aliases who have created a scene in Stockholm. At the center of this scene is the head-turning Zak Arogundade, with his ever-changing hairstyles and street-smart style, over whom fans obsess—literally.

“It’s kind of strange for me to be such a big part of other people’s lives,” says Arogundade, for whom at least two fake Facebook accounts have been created. “I don’t like to put out a lot of info about myself as a person. It kind of makes people want to know even more.”

So, let’s put the record straight. Arogundade was born in Sweden, lived briefly in London, and was raised mostly in Hornstull in Stockholm. His Swedish mother is a makeup artist; his father, a Brit of Nigerian heritage, is an architect, writer, and graphic designer. Arogundade also wears many hats. “My dad taught me, when I was maybe 4 or 5, to use graphic software,” he says. “When I was a kid, I used to love making up a band and a band name and a logo and stuff, and I’d just make covers and stuff like that for nonexistent music.”