Exclusive Interview with LogRap’s Ryan Cannon on New Film ‘Catalog,’ Music, and the Future of Surf Culture

This past week, I had the honor of catching up with LogRap founder Ryan Cannon to talk all things LogRap following the release of their latest film, CATALOG, which dropped this past Monday. As a longtime fan of everything LogRap does—content, merch, music curation, and more—getting the chance to speak with the man behind it all was surreal. If you told my college freshman self that I’d have this opportunity, he’d be stoked as hell.

Ryan Burch showing us around his shaping bay in the opening credits of CATALOG. Photo: Ryan Cannon

For those hearing about LogRap for the first time, here’s some background…

From LogRap’s “About Us” page:

“Log Rap is a video content studio and lifestyle surf brand founded by Ryan Cannon in 2016. We look to redefine traditional longboard surf filming by incorporating both new and old styles of music, art, and culture. We continue to document the up and coming pioneers of today's scene, while paying homage to the originators who paved the way.

The name Log Rap comes from our style of video editing, thoughtfully pairing hip-hop and rap music with world class single fin longboarding, resulting in a new and original take on a classic tradition. Log Rap is regularly filming and creating shorter video content throughout the year, while also producing multiple longer length movies.”

Joel's toes on the nose on the iconic "Cool Runnings" cover. Photo: Ryan Cannon

Ryan started the LogRap Instagram in late 2016 as a way to get more into filming, testing the waters of what were still the relatively early days of content creation.

“I was making snowboard videos in high school and wanted to do something like that in California, but wasn’t really doing much. So Lograp became my way of making surf videos.”

One of the pillars of LogRap is Ryan Cannon’s distinct style as a creator. His content, merchandise, and overall aesthetic quickly resonated with people in and around the SoCal longboarding scene, and it didn’t take long for his passion project to gain a solid following. Fast forward to July 2019, and Ryan was able to shift his focus to LogRap full-time—perfectly positioned to document the mini-boom of longboarding that took off around that time.

By then, the biggest names in longboarding were frequenting LogRap’s videos. Icons like Kai Takayama, Harrison Roach, Kelis Kaleopa’a, Kani Stewart, Tosh and Joel Tudor, Avalon Gall, Justin Quintal, and Kevin Skvarna—just to name a few—became regulars, each showcasing their surfing and personalities through LogRap’s lens. As an outsider, it offered a rare, intimate look into the longboarding world—one that felt both elusive and endlessly alluring.

Cannon filming from the beach as LogRap vet David "Veedster" Arganda checks out the shot. Photo: LogRap

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Ryan Cannon: It just so happened that the US Open lined up with the Duct Tape Invitational that year. There was some longboarding stuff going on, and it was one of the first years where a lot of my friends were involved. In the past, maybe one or two of them had been in it, but this time, it was a bunch of people I knew from longboarding. That’s when I thought, “Maybe I could do a different type of video—more of a behind-the-scenes Duct Tape thing.”

That’s when we started the little series we do now called Lograp BTS. It worked pretty quickly—right away, actually. Not long after, WSL reached out and said, “Oh, we like these videos. We really want you to do these for our content.”

That was the moment where I saw, “Okay, cool. There’s a little business in selling shirts, but there’s also a whole other business in selling media.” That’s when I made it my full-time thing and just went from there.

Marlowe Kushner: That was never the intention, though, right?

RC: Exactly. It was just a fun thing I was doing. But the more I filmed, the more people I met because I was always looking to get clips. Then I started meeting surfers, and suddenly their sponsors wanted clips, and it just slowly built up. Eventually, it got to the point where we could start doing some really cool stuff, which I’m so thankful for. It all just happened organically.

Tosh Tudor riding his signature board model with THC shaped by Wayne Rich. Photo: Ryan Cannon

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Cool, let’s just pivot again…

As the pace of organized longboarding events slowed, Ryan saw an opportunity to adapt LogRap’s focus to the evolving longboarding culture.

RC: So we started doing other things within Lograp—different brand collaborations and projects that helped keep it going full-time. When I first started, I used to be so nervous, thinking, “Oh man, it’s just an Instagram. I want it to be more than that.” Then, once I started working with Vans and other companies, I realized, “Oh, this can be more.”

And when some of that work went away, I thought, “Lograp can really be anything I want it to be.” If I wanted to, I could completely shift directions tomorrow. As long as I approach it with the right intentions and as much creativity as possible, it’ll work out. You know what I mean?

MK: Totally. It feels like Lograp has really become a brand – a whole aesthetic. Everything you get involved with has a similar vibe that connects it all—whether it’s filming, T-shirts, or whatever else. You’ve cultivated a strong image for what LogRap does.

RC: That was always the goal. I was so stoked when I was able to make it my full-time thing, but now I’m at a point where I’m using the work I did with LogRap to show other brands what I can do. Luckily, I’ve been getting some traction doing similar work for other companies, and that gives me the financial freedom to still have fun with LogRap without feeling like I have to do something just to pay rent.

That gives me the financial freedom to keep Lograp fun—to let it be what I want it to be instead of feeling like I have to do certain things. The moment it starts to feel forced, it won’t work anymore. Keeping it fun is key, it has to be loose, but at the same time, I still have to make money. Finding that balance is a fun challenge.

The moment it feels forced, it’ll stop working for something like Lograp.

LogRap catalogue '21 - Tosh slam dunkin'. Photo: Ryan Cannon

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Since its peak content output in 2019/2020, LogRap has been expanding into new ventures, naturally slowing the pace of digital releases. However, with the drop of LogRap’s latest clothing line, a collaboration with Yiiikes (@yiiikesup.top on Instagram), and the upcoming release of LogRap 3, Ryan saw the perfect opportunity to dig into the archives and drop a new film—adding yet another highlight to an already exciting spring for LogRap.

CATALOG, LogRap’s newest film, feels like a stroll down memory lane. Featuring a mix of archival clips, behind-the-scenes moments, and fresh footage (welcome, Judah Tudor), CATALOG has all the flavors of a classic LogRap edit—the kind we didn’t realize we’d been missing until we got a taste again. But with this release, Ryan took a slightly different approach…

Lady ripper Avalon Gall modeling two pieces from LogRap's newest clothing drop. Photo: Ryan Cannon

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MK: So tell me about Catalog. What went into that? Are you excited?

RC: Yeah, basically, I had a bunch of clips. Along with the LogRap Behind the Scenes stuff, that were still really good, but my goal for Lograp 3 is to make it more globally focused. A lot of these were extra California clips, and I didn’t want to include them in Lograp 3 because I wanted that film to have a broader scope.

At the same time, I had a bunch of new clothing coming out and some side projects with friends from the East Coast and San Diego. I wanted to compile everything into one movie project that we could release online alongside the new products to build momentum for our spring line.

In the past, we’ve done clothing drops in different ways—sometimes through in-person events like premieres at shops or breweries where we’d bring merch. But for this one, I wanted to focus more on an online release. I love doing in-person movie premieres, but I also wanted to experiment with releasing a film and product together, making it as widely available as possible.

Before, we’d do a tour—San Diego, Orange County, the East Coast—then release the film online so everyone else could see it. This time, I wanted to try dropping everything at once so everyone could experience it at the same time.

That’s how Catalog came about. The clips were there, the products were ready for spring, and I thought, “Let’s just combine these.” I felt like something good could come from it, and I’m stoked on the final product. The movie feels like a mix of everything we’ve done—like a catalog of Lograp’s work, a catalog of new products, and a catalog of all the great longboarding that’s been happening in California over the past few months.

1/2 of the BeachWooks pulling into a closeout in CATALOG. Photo: Ryan Cannon

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After my first viewing (and second, third, and fourth), CATALOG feels like a beautifully nostalgic encapsulation of nearly a decade of LogRap. Like one of those flashback episodes from the later seasons of a favorite TV show, it pulls together so many legends and fan favorites from the LogRap universe—making it an absolute treat to watch

It opens with a Skvarna-Wessles session set to Freddie Gibbs and The Alchemist’s Crime Pays. Two legendary collabs in one clip… how perfect. And it only gets better from there. Watch it now on LogRap’s YouTube!

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Ryan, more often than not, is the sole contributor to LogRap content, and his style and eye as a creator could not have played a bigger role in the brand’s success. The aesthetic he has curated for LogRap has always maintained an authentic feel that stays true to its origins of a fun passion project. As Ryan says, “it wouldn’t work any other way.”

A huge part of that aesthetic? Music. The soundtracks in LogRap edits always hit, and that’s no accident. Ryan is intentional about every song choice, carefully pairing a surfer’s style with the perfect track in the background.

Ian Grotton nose riding down a right hand point break. Photo: Ryan Cannon

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MK: How has your process changed, in terms of editing and filming and getting the product from start to finish? How did that work back when you started it, and how does that all work for you now?

RC: I think the end goal has stayed the same the whole time. It’s always been about showcasing longboarding in different ways to keep it fresh, while still appealing to the same people. My goal has always been to get riders from all over the world, doing all sorts of different styles. The main change over the years is how I approach the process. In the beginning, we’d just go to the beach, film a few clips, and post them. But now, as I’ve learned more about social media and how to really engage with it, there’s a lot more planning involved. From linking up with people, to getting the right shots, all the way to posting the final clip, there’s a lot more attention to detail than there used to be. It’s about making the most of the time and effort.

MK: In terms of post-production—are you editing all the videos yourself, or do you have a team? What’s the operation like?

RC: Yeah, I handle most of the editing myself. I work with a different filmer sometimes, but for LogRap, I take care of all the heavy lifting. Over the years, I’ve figured out the system—what camera to use, how to set it up, and how to pull everything together. It’s just more efficient for me to handle the editing, especially since I’m so familiar with the process. It gives me more creative control.

Joel Tudor on a big bottom turn. Photo: Ryan Cannon

MK: One thing that stands out in all of your videos is the soundtrack. It’s always on point. How do you go about choosing the music for each video?

RC: I’ve always been a huge fan of music, especially when it’s paired perfectly with a video. I’ve always been someone who loves making playlists and stuff like that. So when it comes to doing a video and picking the songs, that’s honestly my favorite part. It just makes everything feel that much better. So, when LogRap started, I always knew the music had to be just right.

When it comes to choosing music now, it really depends on the vibe. I try to match the music with the rider’s style. For example, if we’re filming somewhere specific, I’ll try to get a sense of what type of music suits that person or location. A lot of the time, I’ll just ask whoever I’m filming with, “Hey, have you heard this song?” And sometimes it’s a track I’ve heard before, but haven’t listened to in a while, or something totally new. It’s always cool to discover something fresh.

MK: You mentioned Lograp Three is in the works? That’s sick.

RC: Yeah, thank you. I always have so much fun making those videos. To me, that’s what Lograp should really be about—those movies, with solid promotion and a tour when they come out.

My main goal for this one is to do a couple of solid trips. Right now, we’ve got footage from Australia and Mexico, but I really want to get one or two more trips to a good wave where we can film. The other movies were more built around what was happening—like if Duct Tape was in Brazil or there was a contest in Australia, I’d just use the clips I got along the way.

This time, I want to plan trips specifically for the movie and see what we can get by doing it that way.

Devon Howard coming off the lip on a midlength. Photo: Ryan Cannon

MK: Does Lograp 3 feature a lot of familiar faces, or are there some new ones? Who are the surfers you went with?

RC: There are going to be a lot of familiar faces from the first two films. Some people, like Kai Takayama, were such early supporters of Lograp when it was nothing. I love working with those people because they were there from the start, supporting it when there wasn’t much going on.

At the same time, I still want to collaborate with them, regardless of whether it makes perfect sense in terms of sponsorships or brand partnerships. In action sports movies, the best stuff happens when it’s a good crew of people, and it doesn’t feel forced or overly branded, you know what I mean?

For this third movie, I really want to focus on putting together the best possible crew—like, if we’re going to a perfect right point break, who would make that the most fun and produce the best footage? Not just picking people based on sponsorships.

I want to strike that balance—bringing back some of the classic LogRap riders that people remember from the first two films, while also including new surfers who haven’t had a chance to be in a LogRap movie yet but definitely should be.

Big news indeed. With a stacked lineup of both familiar faces and fresh talent, LogRap 3 is shaping up to be something special. We can’t wait to see where Ryan takes it next.

If you havent checked it out, LogRap the movie is still one of my favorite videos on YouTube. 

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LogRap has plenty to celebrate this spring, but as always, Ryan’s sights are already set on what’s next. While content creation remains at its core, LogRap continues to evolve, with no limit to where it can go. Contests, in-person events, and new collaborations are all on the horizon—so stay tuned.

RC: Definitely keep an eye out for some good stuff coming this summer. We’re planning more movie events and premieres on both the West Coast and East Coast, as well as a couple of different styles of content. For everyone who’s been following LogRap and reading this, the main goal going forward is to do more things off the internet—more in-person events, contests, that sort of thing. We really want to take things beyond just the online space. That’s the direction we’re heading as a company.

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On behalf of TGR, a huge thanks to Ryan for taking the time to chat with us. LogRap continues to redefine what a content brand can be—limitless in scope and always evolving with the culture. We’re stoked to see what’s next as Ryan keeps pushing the brand forward. In the meantime, don’t miss CATALOG, now streaming on YouTube, and be sure to check out LogRap’s Instagram and website (lograp.com) for fresh merch and updates on what’s coming next. Cheers to Ryan and the future of LogRap!

In case you missed it, CATALOG is out now!

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stash member Marlowe Kushner