Photo: Yannic Kötter



IUMA seems outwardly as a young artist and woman mostly self-confident, but in many situations she makes herself much stronger than she really is. That's why she describes herself as "cool on the outside, a victim at heart". IUMA also knows that being an adult in this world is not always easy and can quickly overwhelm you. This is what her lyrics tell us about, which she cleverly dresses in a contemporary garment of pop, trap and an avant-garde production. She shows us a self-chosen, contemporary image of women, which wavers between emancipation and conformity, and manages to emancipate itself precisely through this. It all adds up to a picture of forward-looking pop music: Innovation, content and emotion.