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