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Watch Now: UMI - High School [prod. Cooper Holzeman]

It’s easy to fall into a routine of listening to the same music on repeat, especially when there’s such an eclectic mix of dope tunage available across the Internet. You get into the groove of emotions centered around a handful of artists, and forget to look outside that frequently spun playlist. So, it’s always a nice treat when something new falls into the sonic airwaves that catches your attention and peaks your interest.

Such was the case when I came across UMI and her latest release, “High School”. With no previous knowledge of the artist or her style, I had zero expectations when I hit play for the first time – a rare excursion in this day and age. As the video began, and her debonair vocals drifted upon the Cooper Holzeman-provided production, I found myself spellbound by the collective aura of playful purity encompassing both UMI’s prose and the lighthearted bop of instrumentation.

The wistful “High School” does a pristine job capturing the energy and aesthetic of those school days, certainly allowing a number of viewers to experience a bit of nostalgic sentiment as the visual plays through. After reluctantly agreeing to attend a party, UMI is preparing to approach her love interest as a duo of cops raid the festivities. While fleeing the scene, UMI and the aforementioned boy link, racing to safety behind a tree. Directed by Eddie Mandell and Not Cade, “High School” is a silly and fun video, littered with genial humor and finely implemented cliches.

UMI’s engaging delivery dances with youthful perceptions of love and romance, reflecting on past ideals while mindfully calling into awareness one’s growing and maturing into deeper conceptualizations. Even if your high school experience wasn’t one of parties, it’s easy to connect with the ever-evolving consciousness presented within UMI’s self-composed content.

“High School” is available now on all major streaming platforms. If you’re digging what you hear, be sure to check out her SoundCloud to enjoy a nice collection of older material.

Enjoy the video below.

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