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Photo: Jonathan Weiner

Sub Urban’s debut album HIVE is a disorienting journey through the crevices of his psyche, and it’s somehow a ride you never want to get off.

Written and produced entirely by Sub Urban himself, this project feels more cinematic than anything else; he distorts cynical themes and finds a way to nestle into your bones. Though many have been waiting for this moment since his 2019 hit “Cradles,” he’s made it a point to cultivate his next project slowly and meticulously, and it shows. 

Finding a way to infuse play with horror, Sub Urban’s work leaves you both disturbed and intrigued, wincing while wanting to know more. He’s a performer who has mastered the art of captivation, alluring you with a daunting voice and unnerving visuals.

It’s not all funhouse mirrors, though; he makes sure biting social commentary is folded right into every line. The track “CANDYMAN” explores human greed, while “DIAMOND” takes a hit at societal hypocrisy. With an impressive featured lineup, his ominous undertones pair well with artists like BENEE, Bella Poarch, and AURORA, who help to make this project feel complete. 

A product of the internet, HIVE is a reflection of a fast-paced audience. It’s a dynamic carnival ride where no idea is marinated on for too long; you’re being tricked with the next illusion before you’ve even found your footing from the last.

Listen to HIVE.