umru

    

umru
YouTuber Information
Profile	umru
Style	Music
Date joined	July 15, 2017
Twitter / X	@umru_
Instagram and Threads	@umru
Other media	Site Apple Music RateYourMusic Reddit account bandcamp Vimeo Spotify SoundCloud
Videos	9+
Schedule	Unscheduled
Status	Inactive
Associates	Charli XCX • Rebecca • Mori Calliope Ch. hololive-EN
Username
Personal information
Full name	Umru Rothenberg
Nationality	Estonian-American
Location	Brooklyn, New York City, United States of America
Most viewed video
Umru ⸢DJ Set⸥ ⟮LIVE⟯ at Vampalooza NYE→2O21
First video
Lido―Citi Bike―umru remix (official audio)

“	search engine optimized by birth	”
―umru

Umru Rothenberg^{[citation needed]}, (born: April 2, 1999 (1999-04-02))^{[citation needed]}, known online as umru or umru mayne^{[citation needed]} is an Estonian-American^{[citation needed]} music producer.

Content

His YouTube channel is dedicated to his music, live shows and remixes.

Collaborations

Umru became the center of attention due to his collaboration with Charli XCX. He met her when A.G. Cook asked him to contribute to producing her song I Got It, and after he played at several of her parties he helped her produce the song Click. Umru has been referenced in her songs twice; the first was in the verse "Umru goes to school on weekdays on the weekend 4aming" and the second was "Found umru on lanaboards". He has gone on to collaborate with other big names such as Rebecca Black, 100 gecs and Tommy Cash.

On December 9, 2022, Calliope Mori tweeted a list of her collaboraters for her new album Sinderella, naming Pretty Patterns, Multiverse Monarch and umru amongst others.

Controversy

On December 16 2022, umru tweeted "hey everyone, I'm sorry about the mori calliope song - I was asked for instrumentals by universal japan and didn't look into the artist or know about what she had said. I won't promote it further and I'll do better at fully researching the artists I produce for in the future." Later, umru tweeted screenshots of tweets from 2014 by an account allegedly belonging to Calliope which contained different variations of the n-word, before locking his account.

umru received backlash because revealing said account is possibly illegal under Japanese law (where COVER, hololive's parent company, is based). He was also critisized because those tweets were made over a decade ago.

Partnerships

Sponsorships

umru works as a concept designer for Parent Company C. He is also partnered with PC Music and Moment.

Charity work

In April 2021, he raised money for inTRANSitive, a charity dedicated to helping transgender people in emergency situations.

In May 2021, he raised money for charities dedicated to emergency funds for COVID-19 patients in India.

Political views

umru has expressed support for the ACAB and Black Lives Matter movements. He has also expressed support for Palestine and joined the Musicians for Palestine movement.

Personal life

umru was born in New York to David Rothenberg and Jaanika Peerna. He is Estonian and Jewish. His father is a musician as well.

After hearing Mr. Carmack, Sam Gellaitry, Cashmere Cat, the members of collectives like Courteous Family and PC Music, and attempting to emulate them, he decided to pursue music as a career, having played drums in middle school and majoring in music at the City College of New York.

umru has also travelled to Estonia before and holds dual citizenship of both Estonia and the United States of America. Other countries he has travelled to include Germany and Finland.

Trivia

• According to umru, Charli XCX asks him to leak her music on lanaboards.
• umru hates PewDiePie. When he saw PewDiePie listening to one of his songs on Spotify he tweeted that he would like to ban him from listening to any of his songs.
• He is a fan of Finnish rap music.

Gallery