Since releasing his first song in 2018, musician and illustrator Sugs (pronounced “sh-ugs”) has carved out a unique corner of the internet’s underground scene with his cartoonish lyricism, sharp tongue, and unpredictable creativity. Though he often seems not to take himself too seriously, his sound says otherwise — complex, layered and emotionally charged.
While Alternative Rap might be the simplest label for what he does, Sugs has never been one for simple classifications. He pulls from punk, techno, and pop, blending whatever serves the feeling best. His erratic flow, distinct vocal presence, and offbeat perspective are what keep listeners coming back, curious to hear whatever the next noise might be.
The new track continues that evolution and begins the foundation for a larger narrative.
“I have been working on a project for a bit. It has changed shape many times but I have always been inspired by the story of Pinocchio. This song is meant as a kind of world building for the things I am going to talk about in future songs.”
The song was produced by hrcnszn, who built its foundation, with Sugs contributing additional elements and handling the mix. Using synths, samples, a drum kit, VSTs, distortion, and the same microphone he’s used since 2017, Sugs added his personal touch to the production, shaping the final version from his bedroom studio. The result reflects the collaborative spirit and creative unpredictability that have defined his work so far.
That distinctive approach has already led to major recognition. His music was featured on Netflix’s animated series Jentry Chau vs. The Underworld and his name was mentioned in a Billboard article covering the show’s official soundtrack.
“For better or worse, this is me, I hope somebody can relate.”
Upbeat, emotional, and fantastical, this release finds Sugs expanding his universe: one sound, one feeling, one story at a time.
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