IUMA

“Cool outside, in my heart a victim,” that’s how Iuma likes to describe herself. And what does she mean by that? That to the outside world she usually seems self-confident as a young artist and woman, but that in many situations she acts much stronger than she really feels. Inside, she’s often a child with fears and self-doubt, overwhelmed by being adult and by this world.

IUMA

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“Cool outside, in my heart a victim,” that’s how Iuma likes to describe herself. And what does she mean by that?
That to the outside world she usually seems self-confident as a young artist and woman, but that in many situations she acts much stronger than she really feels. Inside, she’s often a child with fears and self-doubt, overwhelmed by being adult and by this world.

That’s what her texts are about. She skillfully dresses them in a contemporary guise of pop, trap and avantgarde production, and with this she creates something crucial for forward-looking pop music: innovation, content and emotions.
Iuma shows us a self-imposed, contemporary image of a woman who waver between emancipation and conformity and, precisely for that reason, manages to emancipate herself. With her first singles “Spiel” and “Fallen”, Iuma released her first songs and videos on her own, with lots of support from her friends. In doing so, she catapulted herself directly into the 1Live Studio, and has succeeded in being included in a number of Spotify playlists.

“A good song always knows more than I do,” Iuma says, looking back at lines that she has long since realised musically. Her songs cut loose on what needs to be processed, which means they’re not only a kind of self-therapy, but also provide an outlet for her listeners.

Unsparing honesty and Iuma’s transparent sensitivity make up a large part of her texts and personality. Iuma manages to convey her content with a certain lightness, and at the same time to hit the heart directly, whether accompanying herself at the piano or singing over propulsive pop beats. Iuma sees her musical influences in pop and R&B.

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