Music executives from Decca applaud 'spectacular talent' Aurora in anticipation of her Glastonbury performance on Friday night.
Aurora, the Norwegian singer-songwriter known for her connection to nature and universal themes, has embarked on a global tour with over 250,000 tickets sold worldwide. The tour, which includes a sold-out show at London's Royal Albert Hall this October and a headline date at OVO Arena Wembley on May 3, 2025, will see her perform in 37 cities.
The tour follows the release of Aurora's latest album, "What Happened To The Heart?", which reached the UK Top 10 earlier this month. The album, released by Decca, peaked at No.8 with 7,023 sales according to the Official Charts Company.
Aurora's music resonates with fans not just for its catchy tunes, but for its thought-provoking lyrics that speak for everyone, asking big questions and addressing universal themes. Her fans, often referred to as Warriors & Weirdos, have a deeply personal relationship with her, feeling invested in her success and what she stands for.
The "What Happened To The Heart?" campaign, which accompanies the album, centers on raising emotional awareness, healing, and challenging apathy. Key strategies include deep listening to what is said and withheld, promoting transparency, and implementing approaches that help transform identities and healing processes related to emotional and possibly health-related issues such as heart awareness.
Aurora has included The Earth as a collaborator in the credits of each track of her new album, reflecting her commitment to nature and the real world. Additionally, she has partnered with Brian Eno's EarthPercent charity, with royalties and donations directed to biodiversity conservation and restoration projects.
Aurora's relationship with Decca stretches back to her 2016 debut, All My Demons Greeting Me As A Friend, which remains her best seller with 73,383 sales to date. Her latest hit, "Runaway", is her most popular track on Spotify with over 890 million streams.
Aurora's global fanbase discovered her at different points in time, such as Cure For Me in China, Runaway in mainland Europe, and earlier in Brazil. Decca partnered with livestreaming company Groovy Gecko to host an online album release party for What Happened To The Heart? which attracted over 4,500 live viewers across eight time zones.
Aurora's managers are Geir Lueda and Jamila Scott. She will be performing at Glastonbury this Friday, landing a plum 7.30pm slot on the Park Stage. Aurora also has a book coming up, as well as further music videos and collaborations, such as jewellery with a Hatton Garden jeweller.
Sources: [1] Aurora's official website [2] Official Charts Company [3] Decca Records press release [4] Aurora's What Happened To The Heart? album liner notes [5] Groovy Gecko press release
- Aurora's fans are ecstatic about her global tour, appreciating not only her catchy tunes but also her thought-provoking lyrics that resonate with universal themes.
- The "What Happened To The Heart?" campaign, linked to Aurora's latest album, emphasizes emotional awareness, healings, and challenging apathy, incorporating strategies such as deep listening, transparency, and approaches aiming to transform identities and healing processes.
