Sugs - I Ain’t Lyin’! (Single)

Since dropping his first track in 2018, musician and illustrator Sugs (pronounced “sh ugs”) has steadily built a cult corner of the internet’s underground. His playful, cartoon leaning lyricism and razor sharp wit might suggest he doesn’t take things too seriously but the music tells a different story. It is layered, complex, and unexpectedly emotional.

Though often filed under Alternative Rap, Sugs has never been content with neat labels. His sound pulls freely from punk, techno, and pop, weaving together whatever textures best serve the feeling. The result is an erratic flow, a distinctive vocal edge, and a left field perspective that keeps listeners leaning in, waiting to hear what he will try next.

His latest release pushes that evolution even further, laying the groundwork for a wider narrative arc.

“I have been working on a project for a while,” Sugs explains. “It has changed shape a lot, but I have always been inspired by the story of Pinocchio. This song is a bit of world building for what is to come.”

Produced by hrcnszn, the track began as a skeletal idea before Sugs reshaped it in his bedroom studio, adding synths, samples, drums, VSTs, distortion, and vocals recorded on the same mic he has used since 2017. The DIY approach gives the song its offbeat charm, a blend of collaboration and personal tinkering that has become his signature.

That individuality has not gone unnoticed. His work recently appeared in Netflix’s animated series Jentry Chau vs. The Underworld, and his name was highlighted in a Billboard write up covering the official soundtrack.

“For better or worse, this is me. I hope somebody can relate,” he says.

Upbeat, emotional, and a little fantastical, this new release sees Sugs expanding his universe one sound and one story at a time.