“The search engine has been optimized since birth,” says Umru’s biography on Twitter. In addition to the unique name, the Estonian-American producer has many reasons to soon get on the top of your Google channel. After the waves that turned the lively “Citi Bike” Lido into a winding, thundering assault thug, Umra’s performances on the west and east coasts were created for people like Charli XCX. To limit Umru to any genre, be it a future bass, a trap or hip-hop, you should not pay due attention to its elusive sound design. If you're looking for drums and heavy 808s, let the umru package get to the top of your search results.


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