Jugo Ürdens is the Aus­tri­an rap­per you need to know

Jugo Ürdens, a rapper from Vienna, first burst on the scene of Austria with a homage to Coca Cola, the track "Black Gold", part of his 2016 debut EP "Ajde".

After that Jugo made it pret­ty clear that exact­ly this iro­nic approach is his cre­do: His name refe­ren­ces Aus­tri­an sin­ger Udo Jür­gens, his style is very much a mixing of post-hips­ter visu­als and 90s rap bal­lads – mir­ro­ring his equal­ly play­ful style.

Taking an inte­rest in Sla­vic music for its hearta­che and hea­vi­ness, he rejects the pop rock we hear too much of. Rather, his tunes are fil­led with influ­en­ces from the sad boy move­ment com­bi­ned with old school Hip Hop that he lis­tened to while gro­wing up in Mace­do­nia. Moving to Vien­na at the age of seven, he did­n’t know any Ger­man – but now rapps flu­ent­ly in his second lan­guage, a vibe that is not only evi­dent in the sound of the track but also the accom­pany­ing vide­os fil­led with FIFA, girls in pants, and child­hood snacks from the 90s.

Pho­to­gra­phy by Anna Cari­na Roth

12 Jan. 2018 · NEUBAU EYEWEAR
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