Last night’s VMAs were filled with incredible performances and emotional moments, but one star has left viewers screaming for all the wrong reasons.
While Sabrina Carpenter channelled Britney Spears and Yungblud paid tribute to Ozzy Osbourne with the help of Aerosmith, all eyes were on Sombr.
The Undressed singer made his debut at the 2025 awards ceremony but his skyrocket to stardom has prompted ‘industry plant’ rumours.
He performed a mash-up of tracks 12 to 12 and Back to Friends, while in a black silky shirt, unbuttoned almost to his ‘invisible waist’ – his words.
The 20-year-old star dropped his debut album, I Barely Know Her, less than three weeks prior, peaking at number 10 on the UK chart.
So how did he go from a relative unknown to performing on one of America’s biggest stages in less than a month – could he have been ‘planted’?
Who is Sombr?
Sombr, real name Shane Michael Boose, is a musician hailing from New York City, born in July 2005.
As a teenager, he attended LaGuardia High School – a performing arts school – and released his debut single Nothing Left to Say in 2021.
The following year, he dropped out after gaining some success with his fourth single Caroline, signing a record deal with Warner Records.
Sombr, a name that came from his initials SMB, then dropped his EP In Another Life in September 2023, attracting further attention.
He hit the mainstream earlier this year when his track Undressed went viral on TikTok and landed in the UK Top 5.
Single Back to Friends gained similar recognition and set Sombr up for his debut album to storm into the charts globally and onto the VMA stage.
What is an ‘industry plant’?
An industry plant is a term given to a musician who appears to have been manufactured by labels and shoved into the spotlight, without the merit of climbing up the music ladder.
The derogatory title has been hurled at artists like The Last Dinner Party, Lola Young, Benson Boone, and even Chappell Roan.
It is becoming a more frequent accusation as stars go viral on TikTok, pushing them to dizzying chart heights before they’ve found their feet in the general public’s consciousness.
‘They invented this guy last Thursday,’ wrote gooddaymp3 on X, amassing 6,300 reposts and over 138,000 likes.
‘I can smell an industry plant from a MILE away… oh ‘sombr’ you won’t trick me,’ said stateofvaleri.
‘Everyone asking who Sombr is right now and I know he’s a full-blown industry plant with refurbished aesthetics but I like the songs,’ added onIlychloexhalle.
While he does appear to have burst from nowhere, Sombr follows a long legacy of artists whose debut album was an immediate hit.
Noel Gallagher once said of Oasis’ debut album, Definitely Maybe, ‘You’re only in that position once. You’ve had your whole life to get to that point, and the only expectation people have is that you’re going to have a good time and maybe make a single.’
Fans defended the new star, stating he has been around for years just never had mainstream success before.
MusicByCaleb said: ‘People talk about artists being “industry plants” or that “there’s no good new music anymore.” Then artists like this come along, who are actually good, and still complain about them getting famous too fast. His record is good. I don’t care how it got to my ears.’
‘Sombr makes good music. Good to see he’s finally getting his flowers,’ added ch33chi.
Did Sombr win a VMA?
It seems fans aren’t the only ones loving the new album from Sombr, as it landed him his first-ever VMA.
He was actually nominated in three categories, winning one. They were: best new artist, best alternative video, and song of the summer.
Back to Friends took home the win for alternative video, having been directed by Gus Black, who has worked with Laufey, Phoebe Bridgers and Lizzy McAlpine.
Other winners of the evening included Mariah Carey for the Video Vanguard Award, artist of the year Lady Gaga, and multiple wins for Sabrina Carpenter.
Sombr’s US tour is already sold out and kicks off at the end of this month, with the European leg and UK dates set for early next year.
Industry plant or not, it seems Sombr might be here to stay – we barely know him yet.
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