Straight out of high school, umru landed right in the middle of the pop music zeitgeist. After co-producing Charli XCX’s groundbreaking mixtape »Pop 2« along with A. G. Cook, including the standout track »I Got It«, he was quickly recruited to release his debut EP »search result« on Cook’s label PC Music. Fusing intense, bass-heavy sound design with earworm-worthy melodies, it featured hyped voices like Lewis Grant, Laura Les (of 100 gecs), and Banoffee, also appearing at Pop-Kultur this year. The Brooklyn-based Estonian-American producer has excelled in the emerging space between underground and pop, helping to redefine it time and time again – from his seven-minute remix of ericdoa’s »Movinglikeazombie«, named one of the best tracks of 2020 by NPR, to the soundtrack for Hayden Dunham’s performance at MoMA PS1. Meanwhile, umru’s further productions and his »sound cache« sample pack have become secret weapons among DJs and producers. At Pop-Kultur, umru will play one of his celebrated DJ sets, the kind he’s already enamoured audiences with at events such as Boiler Room.