R.LUM.R is all about 'framily.' That's the word â€” a mix of friends and family â€” that Reggie Williams, who records under the all-caps moniker, uses to describe the tight network he's created as he has established himself as a star on the streaming pop charts. This is how pop artists rise in the South beyond the nerve center of Atlanta: They work together across genres and become masters of the internet. Williams, who originally hails from Florida, may not seem like a typical Nashville singer-songwriter; His voice and style align him more with rising R&B crooners like Daniel Caesar than with country hunks like Sam Hunt. But R.LUM.R is part of a youthful, energetic Tennessee pop scene where beat makers and balladeers meet, aligning classic song craftsmanship with innovative production.
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