Music executives Decca's co-presidents pay tribute to 'prodigious talent' Aurora in anticipation of her Glastonbury performance this Friday night.
Norwegian singer-songwriter Aurora has been making waves in the music industry with her latest album, "What Happened To The Heart?" The campaign for this deeply personal project has been a blend of musical performance, thematic storytelling, and community engagement, inviting audiences to share in a heartfelt and reflective experience.
Aurora's relationship with Decca Records dates back to her 2016 debut album, "All My Demons Greeting Me As A Friend," which has sold 73,383 copies to date. Since then, her fans have discovered her music on various platforms, including YouTube, TikTok, Instagram, and Discord.
The success of "What Happened To The Heart?" is evident in the over 129,000 tickets sold for her 2024/25 tour, which will see her perform in 37 cities, including the prestigious Royal Albert Hall and Wembley. Aurora has already sold out Paris' L'Olympia in 10 minutes and will play 16,000-cap venues in Brazil, as well as 25,000-cap in Mexico.
The album's lead single, "Runaway," with over 890 million streams, was a crucial lift-off point in Aurora's career. The song, along with the rest of the album, delves into themes of human connection, vulnerability, and the metaphorical state of the heart.
Aurora's community engagement is a key aspect of her campaign. She has a self-styled Warriors & Weirdos community and partnered with livestreaming company Groovy Gecko to host an online album release party, attracting over 4,500 live viewers across eight time zones. The campaign also includes elements such as “Give Help, Get Help,” suggesting a dimension of mutual aid and emotional support embedded into the project.
The campaign underscores authenticity as a core value, framing the album as a humanizing and rebellious act against societal disconnection. Aurora has even included The Earth as a collaborator in the credits of each track, with royalties and donations going to biodiversity conservation and restoration projects.
Aurora's music has been discovered early on by various influencers, including Reddit, Katy Perry, and Billie Eilish. Her catalogue includes "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).
The album launch event was held in 14 territories, with fans joining from Syria, Turkey, Taiwan, Philippines, Brazil, and Netherlands. "What Happened To The Heart?" reached the UK Top 10 earlier this month, peaking at No.8 with 7,023 sales (OCC).
Aurora's success extends beyond music, with a debut book selling 14,000 copies (originally planned for a run of 1,000) and a collaboration with a Hatton Garden jeweller. With the album expected to continue gaining popularity, Aurora has a long way ahead in terms of adoption in different parts of the world.
In conclusion, Aurora's "What Happened To The Heart?" campaign has been a resounding success, combining musical performance, thematic storytelling, and community engagement to connect with fans on a deeply personal level. The album's themes of human connection, vulnerability, and the metaphorical state of the heart resonate with listeners worldwide, making Aurora a force to be reckoned with in the music industry.
Celebrities like Aurora, with her ongoing success, have a significant impact on pop-culture, demonstrating the power of music in entertaining and engaging audiences on a global scale. Her latest album, "What Happened To The Heart?", showcases the convergence of musical prowess, immersive storytelling, and community inclusion, making it a defining moment in contemporary entertainment.
