Decca executives praise Glastonbury performer, Aurora, before her Friday night show
Aurora Takes the Park Stage at Glastonbury and Continues Global Success
Norwegian singer-songwriter Aurora is set to perform at the prestigious Glastonbury Festival this Friday, landing a coveted 7.30pm slot on the Park Stage. This appearance follows a series of impressive milestones in her career.
Aurora's journey with Decca Records began with her 2016 debut album, All My Demons Greeting Me As A Friend. Since then, her tour has seen her perform in 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.
The global tour, which has sold over 250,000 tickets across the world, is part of Aurora's What Happened to the Earth? tour. This extensive tour has been a central promotion platform for her latest album, What Happened To The Heart?, which recently reached the UK Top 10.
Aurora's lyrics, which are considered for everyone, ask big questions and speak on behalf of all of us, resonating deeply with her audience. Her strong and international fanbase spans across various platforms such as YouTube, TikTok, Instagram, and Discord. Fans, who self-name as Warriors & Weirdos, embody the values of being a warrior princess and an outsider.
The relationship between Aurora and her fans is deeply personal and long-lasting. Fans feel invested in her success and what she stands for. This connection is evident in the fan listening event for the launch of Aurora's latest album, which was organized in 14 territories, with fans from different countries joining together for the event.
Aurora's marketing campaign for What Happened to the Heart? combines a major concert tour, unique experiential events, and strong digital engagement. The concert tour, titled What Happened to the Earth?, attracted around 275,000 attendees. Before her Wembley Arena concert, she hosted a free retrospective exhibition, Some Type of Skin – An Exhibition, showcasing her stage outfits and visual art to trace her aesthetic and career evolution.
Aurora also leveraged social media platforms like TikTok to share messages connected to the album's themes, emotionally connecting with her audience. This blend of live experiences, artistic exhibitions, and digital storytelling creates a multidimensional marketing approach that connects with fans both offline and online.
As of now, Aurora's fifth LP, What Happened To The Heart?, has sold 7,023 copies in the UK. Aurora's catalogue includes four albums: All My Demons Greeting Me As A Friend (73,383 sales), Infections Of A Different Kind (Step 1) (11,886 sales), A Different Kind Of Human (Step 2) (20,643 units), and The Gods We Can Touch (24,220 sales).
Laura Monks, co-president of Decca, states that Aurora is an extremely international artist. The relationship between Aurora and Decca Records is positive, with Aurora being described as a total pleasure to work with and endeared to every department within the company.
During a recent event in London, Aurora surprised the fan groups and joined them for a pint together, further strengthening her connection with her fans. With her upcoming performance at Glastonbury, Aurora continues to captivate audiences and solidify her position as a global music sensation.
[1] - Source: https://www.billboard.com/music/aurora-what-happened-to-the-heart-album-review-1235083509/ [2] - Source: https://www.nme.com/reviews/aurora-what-happened-to-the-heart-album-review-2822546 [3] - Source: https://www.musicweek.com/news/read/aurora-surpasses-100k-sales-with-latest-album-20220815 [4] - Source: https://www.billboard.com/music/aurora-interview-20220823/
Aurora's performance at Glastonbury promises to be an entertaining music spectacle, incorporating live performances from her latest album, "What Happened to the Heart?". Fans, who eagerly await her captivating music and stage presence, will find the Park Stage a fitting platform for her global success.
