For Windsor, ON rapper-singer LUM, relatability is the key to success. Channeling his pain from a period of homelessness as a teenager and a lack of support around him, LUM acknowledges that: “Nobody’s really done hip-hop like that from my city,” he explains. “It’ll allow [younger kids from my city] to be like ‘Yo, if he can do it, I can do it. I’m not alone.’” The influence he’s gleaned from studio sessions with exciting talent is evident in his voice, but LUM isn’t content to put himself in a box. His brand of edifying, emotionally raw music is universal; and he’s excited to connect with fans of rap, R&B, pop and beyond. Recently signed globally to Warner Music, LUM was awarded Amazon Music Breakthrough Artist for July 2023.