Search-engine-optimized Estonian-American musician Umru emerged into the pop music zeitgeist with his first production credit on Charli XCX's 2017 mixtape Pop 2, recruited at 18 by A. G. Cook to co-produce the highlight track "I Got It". This quickly brought Umru from high school and online music circles to joining XCX's US and EU tour dates and collaborating with some of pop's most forward-thinking acts.

The release of his debut EP Search Result on Cook’s PC Music label revealed his strength in merging intense, somatosensory production with earworm performances from a lineup of prototypical hyperpop vocal talent including Laura Les (of 100 gecs) and Lewis Grant. Umru’s work has gone on to excel in and help define the space right between underground and pop, from his star-studded 7-minute "Movinglikeazombie (Remix)" with Ericdoa (named one of the best tracks of 2020 by NPR) to production for Yung Kayo, Caroline Polachek, Tommy Cash, and Fraxiom, to scoring for Hayden Dunham‘s performance at MoMA PS1. His work has been highlighted in Paper Magazine, AQNB, Dazed, and Lyrical Lemonade.