Decca executives celebrate veteran musician Aurora before her Glastonbury show on Friday night
Aurora's What Happened To The Heart? Tour Gains Momentum
Norwegian singer-songwriter Aurora has set the music industry ablaze with her latest album, What Happened To The Heart?, and its accompanying tour. The tour, scheduled for 2024/25, has already sold an impressive 129,000 tickets across 37 cities, including a sold-out show at London's Royal Albert Hall this October and her first headline date at OVO Arena Wembley on May 3, 2025.
Aurora's unique connection with her fans is a key factor in her success. Her relationship with them is deeply personal, and she has been able to cultivate a tightly interwoven relationship that sets her apart. This bond is evident in the viral success of her lyrics, particularly the line, 'I was runnin' far away/Would I run off the world someday?'.
The What Happened To The Heart? campaign has been accelerated by this viral success, as well as by Aurora's live performances and digital presence. She has had big moments on YouTube, viral moments on TikTok, and a very core fanbase who follow her on Instagram. She also has a gaming community that loves her on Discord.
Aurora was discovered early on by fans on Reddit, and later by Katy Perry and Billie Eilish. Her managers, Geir Lueda and Jamila Scott, and her agent, Olly Ward of UTA, have played a crucial role in her career.
Her latest album, What Happened To The Heart?, reached the UK Top 10 earlier this month, peaking at No.8 with 7,023 sales (OCC). The song Runaway is her most popular track on Spotify with 890m streams and counting.
Aurora's fans, self-named Warriors & Weirdos, embody the values that she embodies as a sort of warrior princess, but who is also happy to be an outsider. In recognition of the role her fans play in her success, she has included The Earth as a collaborator in the credits of each track of her new album, aiming royalties and donations to biodiversity conservation and restoration projects via Brian Eno's EarthPercent charity.
The campaign for What Happened To The Heart? likely involved a live-first approach, aligning the album release with tours or intimate shows. It also featured enhanced social media engagement and targeted advertising to grow streaming and sales. Unique physical activations such as pop-up shops or special merchandise were also used to drive in-person fan interaction. The campaign respected and reciprocated the role of the fanbase in Aurora's success, and cooperated between independent management and larger distributor/label infrastructure to expand reach without losing creative control.
Aurora will be performing at Glastonbury this Friday, landing a plum 7.30pm slot on the Park Stage. She has also sold out Paris' L'Olympia in 10 minutes and will play 16,000-cap venues in Brazil.
Aurora's journey is a testament to the power of authenticity, creativity, and a deep connection with her fans. Her What Happened To The Heart? Tour is shaping up to be an unforgettable experience for all who attend.
Entertainment and music are at the heart of Aurora's What Happened To The Heart? Tour, with live performances showcasing her unique sound and deep connection with her fans. The tour, a testament to her authenticity and creativity, has seen Aurora grace stages across the globe, including Paris' L'Olympia and London's Royal Albert Hall. Her music, resonating with fans worldwide, continues to stream on platforms like Spotify, with 'Runaway' being her most popular track with over 890 million streams.
