Crack Cloud are a Canadian musical and multimedia collective based in Calgary, Alberta, formed by drummer and frontman Zach Choy. Operating as both a live performing band and an in-house production studio, the group stands apart from traditional ensembles through its deep commitment to visual storytelling. Alongside their core musical members, Crack Cloud incorporates a large roster of multimedia artists who collaborate simultaneously on every project, creating an immersive audiovisual experience that extends far beyond conventional rock music presentations.
Since their inception, Crack Cloud has built a compelling discography through strategic releases on the respected American independent label Jagjaguwar. The collective debuted with Pain Olympics (2020), followed by the critically engaged Tough Baby (2022) and Red Mile (2024). Most recently, they released Peace and Purpose on March 13, 2026, continuing their trajectory as one of contemporary music's most visually adventurous collectives. Each album iteration demonstrates the group's evolving approach to merging sonic innovation with conceptual multimedia storytelling.
Through their pioneering approach to collective artistry, Crack Cloud has established themselves as vanguards of multimedia performance in contemporary music. Their integration of visual artists, musicians, and producers within a unified creative framework reflects a broader shift in how modern ensembles conceptualize albums and live performances. As the project continues to evolve, Crack Cloud remains committed to pushing the boundaries of what a musical collective can achieve when visual and sonic elements operate in complete artistic harmony.
