umru

Based in New York, umru has developed since the late 2010s a practice as a producer, DJ and remixer that sits between hyperpop, bubblegum bass, experimental pop and club music. His path was initially forged in online scenes around SoundCloud and the PC Music ecosystem, with an approach that brings pop songwriting closer to more jagged structures, fast rhythms and very dense digital textures. Umru works both on his own tracks and for other artists, in studio and through remixes, and his name appears alongside figures such as Charli XCX, A. G. Cook, Dorian Electra and Rebecca Black, in a network of collaborations tied to the most shape‑shifting electronic pop of the 2020s. At the same time, umru has developed a DJ practice in which pop edits, hard dance, trance, bass music and more abrasive club formats intersect, leading him to both physical stages and internet‑born events. In umru’s work, tracks favor stark contrasts, processed vocals, abrupt buildups and an aesthetic that is playful, artificial and direct, linking web culture, pop production and dancefloor energy.