Yuno - True

What this video is

Released January 29, 2025 — days before Valentine's Day — 'True' arrives as Yuno's first new music since 2021, representing a significant return for an artist who built a cult following through Sub Pop's indie infrastructure. The video reflects a broader 2020s trend of indie artists assuming full directorial control, collapsing the boundary between musician and visual auteur. Yuno's genre hybridity — marrying trap…

Why it matters

Yuno's 'True' is a key artifact of the mid-2020s trap-dream pop synthesis, demonstrating how Sub Pop — historically associated with grunge and lo-fi indie rock — has evolved to champion genre-fluid millennial artists. The self-directed video reinforces the auteur model for indie pop in the…

The director

Yuno is a New York City-based musician and producer, born in New York to Jamaican parents from the U.K., who grew up in Jacksonville, Florida. Signed to Sub Pop Records since the mid-2010s following A&R discovery, he released his debut EP Moodie in 2018 and…