These days it’s all about introspection.

At least for Canadian rapper VNCHY.

With a unique flow and a movement – the MVMNT Collective Inc. – behind his music, his name has started to generate noteworthy buzz in Ottawa, Montreal, Toronto and beyond, particularly over the last year.

“The stuff that we’re doing seems to be a bit different. But we don’t focus on other people … we’re focused on engineering quality stuff,” VNCHY explains.

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VNCHY has a grungy, raspy voice that brandishes a trademark sound and creates his individual rapping style.

“There’s a lot people don’t understand and they won’t understand [about VNCHY] until everything comes together and the reason why is because of the depth and the character that he has,” says Malcolm McKenzie, VNCHY’s manager and personal friend. “A lot of people won’t pick up on certain punch lines. A lot of the times they fly right over your head.”

VNCHY has released singles like “Godlevel”, “Broke Dreams” and “Down With Me” to acclaim, praise and thousands of online listens. His latest single “Hold Me Down”, produced by Bijan Amir, is steadily gaining more attention.

As he releases more music, the MVMNT leader is quickly implementing the vision he hints at in his music.

“We would really like people to have their own reflection or their own perspective to what it is they’re seeing or what it is they’re hearing,” says VNCHY.

“… When it comes to the visuals, even that plays a strong part to our branding and message – just as much as the music does.”

“The music really just reinforced the idea of what the MVMNT is. Nobody really truly understands that just yet, and they won’t for a little bit of time.”

VNCHY says his image, direction, sound and production all come from the vision of MVMNT, which he co-founded. The ultimate goal, he shares, is for the company to become a “global movement” over time.

“We have our own reputation that the public knows us for,” he says, touching on the Get Familiar party series his collective is known for putting on in Toronto. “The music really just reinforced the idea of what the MVMNT is. Nobody really truly understands that just yet, and they won’t for a little bit of time.”

That’s because VNCHY is still carving out his legacy. The individual tracks he’s released so far, along with his NEVERLAND EP, have been carefully selected to portray the many aspects of VNCHY and MVMNT.

It all leaves a scattered paper trail that many hip-hop fans are starting to follow and craving more of. Next up will be his forthcoming project, EMINENT.

“The product that comes out, there’s a lot more to it than what they’ll just see or what they’ll just hear,” explains VNCHY, “so I’d really like for [listeners] to scrutinize and pick up on these patterns – the big picture. Everything is going to connect.”

Photos supplied by artist