Umru is part of the legendary London music label PC Music and is likely the youngest member of this small group. On Spotify, Charli XCX has up to 45 million listeners each month, meaning about one in six users has heard her music; many of her top tracks come from the albums Pop 2 and Charli, indicating that most have also heard of umru, a producer hidden behind Charli XCX's massive success. He often sports oversized glasses and a glowing baseball cap, and this "nerdy" image seems at odds with the vibrant aesthetic of Hyperpop culture. However, that stereotype quickly fades away when he improvises beautiful sounds using effects and turntables in Boiler Room. He embodies the characteristics of a millennial, obsessed with the internet and the sounds and visuals it offers, preferring a "digital" aesthetic completely detached from reality, much like the music he creates.