Publicity Campaign: GUARD - ‘The Alchemist’

South African-Australian genre-hacker GUARD returns with ‘THE ALCHEMIST’. Known for warping the rules of alt-pop and internet culture, GUARD’s latest single is a shadowy confession, dripping with late-night regret and hard-won wisdom.

Inspired by Guard’s previous works, including Phantom (2020) & Cognitive Dissonance (2019), Guard blurs the line between genres, calling back to his signature spoken rapping and soft, breathy singing. Inspired by his fallout LA era, Guard was inspired by the lament of lost relationships and career opportunities that went awry. Deciding to see this period of his life as a positive. “This isn’t about turning pain into beauty. It’s about turning scars into anthems,” GUARD says. “I wanted to bottle up that feeling of being lost but refusing to disappear. Instead of painting over the scars, he lets them bleed into the music:

Drawing on sonic inspirations such as Paramore, Justin Bieber and Tinashe to craft an emotional trap-pop world, GUARD created the next chapter in his sonic rebellion - part diary entry, part afterparty comedown. With over 8.9 million Spotify streams and a cult following spanning continents, GUARD continues to carve out his own lane. Following the success of singles like ‘CONSUMA’ and ‘WEED’ (2025), GUARD’s new release cements his reputation as an artist who doesn’t just push boundaries, he erases them.