SUMif Releases New Single, “Undone”

UK-based singer, songwriter, engineer and producer Reuben Hollebon is just gearing up to release his debut album, Terminal Nostalgia this Friday. Listen to a stream of the album and read what he had to say about it. 

 


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San Francisco rising star SUMif is ending the year with a gripping new electro-pop single, “Undone.” Sensual and stimulating, SUMif‘s new single simultaneously puts you in your feels while also making you want to step out onto the dance floor. 

On the conception of “Undone,” SUMif writes, “I found myself in a momentary dream, one of those pinch-me-dreams that felt all too good to last – in those fleeting moments I tried desperately to hold on, all while knowing that nothing gold can stay… these are the thoughts that raced through my mind, all the words I couldn’t say.”

There is a raw, honest vulnerability to SUMif’s music that creates a stunning contrast with her buoyant electro-pop sound. Exploring gender and sexual fluidity in her lyrics, videos and performances, SUMif is exactly the sort of pop force that the music industry needs.

SUMif’s debut EP Pretty Cage was released earlier this year and received glowing praise from tastemakers such as NYLON, C-Heads, and Billboard Pride, just to name a few. She has also become a go-to live performer in her home city of San Francisco, opening for acts such as Lauv, Verite, Classixx, Youngr, and Ella Vos. This summer she also took centerstage alongside Kehlani and Yaeji at San Francisco’s iconic pride festival 

In an often dark world, SUMif’s music is here to make you feel good. Plain and simple.