Copenhagen’s own Danish/Kosovan artist GIMI has just dropped an irresistible, sultry music video for his latest single, “RUDE,” just in time for his highly anticipated performance at SPOT Festival 2025. “RUDE” dives deep into the magnetic yet dangerous allure of being drawn to those who are undeniably bad for your heart. With sharp introspection, GIMI navigates the tumultuous landscape of desire, capturing the incessant tug-of-war between attraction and reason. The lyrics resonate powerfully: “Why do I want you / When you’ll break me in two?”
Sonically, “RUDE” is a sonic bombshell, delivering a visceral wall of sound with its throbbing bass, cheeky synths, and a beat that practically dares you to move. Provocative lines such as “Look at me like / Someone you wanna / Take home tonight / And show your mother / Boo I don’t want you / But your friend’s looking cute,” lay bare the messy intricacies of want. GIMI captures the chaos of desire perfectly: “Is it the way you move? / Is it the smell of all the others on you? / That makes me want to / Forget about everybody but you.”
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Through “RUDE,” GIMI adeptly illustrates the internal battle of logic versus longing. He embraces the “bad to the bone” attraction that fuels the heart’s erratic impulses, amplified by the repetitive mantra, “Uh – I like them rude,” which echoes a delicious surrender to temptation. The core enigma, “Why do I like them rude?” lingers unanswered, shedding light on the oft-irrational nature of attraction.
The accompanying music video offers a raw, first-person view, simulating an intimate experience almost akin to a voyeuristic sex tape. Shot from the perspective of a lover, it compellingly navigates the charged dance of consensual dominance and submission within the intimate backdrop of a bedroom, blurring the lines between observer and participant.
With the “RUDE” music video officially out today and an electrifying performance set for May 3rd at SPOT Festival, GIMI’s debut album is also on the horizon, promising to further explore these enticing themes of desire and risk. Don’t miss out on this provocative new chapter from one of Copenhagen’s most exciting artists.
GIMI is a Danish/Kosovo-Albanian artist, songwriter, and producer whose sonic universe thrives on the electric pulse of early 00s MTV and the rich tapestry of Albanian traditional music. Infusing humor and irony into his craft, GIMI crafts a lyrical narrative steeped in romance, sensuality, and longing, laying the foundation for his genre-defying soundscape. His melodies shimmer with luxurious electronic textures, inviting listeners into a thrilling dance that seamlessly marries provocation with a tender embrace.
Born to Kosovo-Albanian parents and raised in the small Danish border town of Padborg, GIMI’s journey has taken him from the streets of London to the vibrant cultural landscape of Copenhagen. This eclectic upbringing, marked by the influences of multiple locales, has shaped his artistic expression, culminating in the much-anticipated release of his debut album in summer 2025.
With a growing reputation in the European pop underground, GIMI has garnered acclaim from platforms like BBC Introducing and Swiss Radio 3Fach, while his music has been celebrated in prominent publications such as KALTBLUT and C-Heads. His exhilarating presence was recently showcased on the main stage at Copenhagen Pride 2023, further solidifying his role as a magnetic force in the music scene.
Lauded by ‘The Line of Best Fit’ for its sultry intensity and featured on the coveted list of ‘50 LGBTQ+ Musicians You Should Prioritise’ by Paper Magazine, GIMI has been captivating audiences across Denmark and beyond, including a memorable performance at the Prishtina Queer Festival 2024.
As he gears up for the release of his debut album on June 6th, 2025, GIMI stands poised to usher in a bold new chapter within his pop universe, resonating with the raw emotions and complexities of desire—themes that have become the cornerstone of his artistic voice.
