Lure is an Italian Hip Hop artist based in Genova, founder and Mc of the Italian Rap Group Zero Plastica. His career spans more than 15 years with performance in Italy, the United States and Cuba, opening for many famous artists such as Shaggy, Alborosie, George Clinton, Dj Kool Herc, Oddisee and many more. He collaborated with dozens of MCs, Producers and Musician from all around the globe.