IUMA ©Frederike Wetzels

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". That being an adult in this world is not always easy and can quickly overwhelm you, knows IUMA too. Her lyrics, which she cleverly dresses in a contemporary garb of pop, trap and an avant-garde production, tell us about this. She shows us a self-chosen, contemporary image of women, which wavers between emancipation and conformity and manages to emancipate itself precisely because of this. It all adds up to a picture of forward-looking pop music: Innovation, content and emotion.