Second generation experimental pop and dance music.
The New York-based producer was already emulating PC Music's avant-pop when he was discovered by the label's founder, A.G. Cook, on SoundCloud. Just 19 years old, umru has already worked with the Estonian rapper Tommy Cash and coproduced a track for Charli XCX. Search Result features vocal contributions from similarly Auto-Tuned and pop-conscious peers like Ravenna Golden and Laura Les. "Recurse" is an instrumental track with shimmering ambience and wordless choral vocals that recalls the tone and slickness of Sinjin Hawke & Zora Jones. "Heat Death," featuring Banoffee, is a standout, as the LA-based producer's heavily filtered singing shifts registers in line with the track's lumbering beat and epic bass drops. "Chemistry" is less impactful, with stripped back production and vocoder vocals that feel disjointed. It's hard to believe we're already experiencing the second generation of firebrand producers shaking up the notion of pop and dance music through this millennial style.