As a dedicated fan, I remember the first time I saw Aurora on the Norwegian Lindmo TV-show. I believe she sang "Awakening" or “Runaway” that night. Although her music didn't immediately resonate with me, her interviews drew me in. The themes she spoke of and her mannerisms really triggered my curiosity, leading me deeper into her world. Aurora has influenced me in so many ways, I would not know where to begin if I was to speak more of it. She's taught me to embrace a childlike wonder and to be present in the moment. And the way she speaks up for nature and minority rights has shaped my views significantly.
This is the third episode in the the story I have named “From Fjord Of Light to Queendom”. I have in mind to dig into how this introverted little girl from a very small municipally in Norway could rise to become such a beloved and high esteemed artist - a girl who is increasingly rising in fame all over the planet. I want to do this, because I thought I was too old to be such a dedicated fan - and I never thought I would ever make a fan-account. But here I am - and it’s very strange. What is it with this tiny creature that draws me in? My answer to that, I believe, I will find within the many layers of stories about Aurora.
PREVIOUS PARTS OF THE STORY
The first episode describes her childhood years and school life. This was when she discovered her love for creating music:
The second episode is the story of how her mother encouraged her to take the leap into music and artistry:
FINDING A MANAGER
Aurora and her parents met her future manager, Geir Luedy, and the CEO, Per Mygland, around May 2013. These guys proved themselves as honest, patient, professional and experienced men, and they were careful not to put too much pressure on the then 16-year old girl.
They advised her to not agree to any contract with any management for a while. Not even with them from Made. Instead, they came to an agreement to take time, get to know each other, and try to make some music together. Geir has all along pressed the importance of having fun with the music, and not pushed her more than what she was ready for. A sentiment I really appreciate.
During the year 2013 she did some smaller performances and photoshoots. This was to get her more familiar with the music industry, and to help her "find her voice and looks". Geir Luedy har described this as "building the product"; meaning what and how to perform, how to dress and do the make-up, with whom and how to produce the recordings and where to perform and do interviews.1
Through the year 2013 she performed at Nordahl Grieg high school in February, June, August and December. My guess is that this was booked directly with her, since this was the school she was attending. After a few days in August 2014, she decided to quit the third high-school-year.
During autumn 2013 Aurora started to do minor shows in galleries and academic quarters. Her first gig outside of her hometown area was "Høstlarm" in the capitol, Oslo - Cafe Mono, the 3rd of October 2013. This gave her some attention, and helped her break through at By:larm 2014, as the rumors had preceded her and people where standing in line to watch the show at "Herr Nilsen". More on this in future...
HØST-LARM (AUTUMN NOISE) 2014
After agreeing to cooperate with Made Management, Aurora was sent to various small venues in her local area. This was to help her get accustomed to stand on a stage and sing in front of strangers. She was very nervous the first year.
Her first trip outside the Bergen area (and the west coast of Norway) was to Oslo, the capitol. This was at an event/festival called "Høst:Larm" (Autumn:Noise") the 3rd of October 2013. She was presented like this in the festival flyer:
"The 17-year-old AURORA AKSNES is from Os outside Bergen is western Norway's young new super talent. She has already managed to become one of NRK Urørt's most played artists in the last year. Now she has aroused interest abroad, and almost without having played live. Aurora composes on piano, and she brings her piano and band to Høstlarm. This is stylish, melancholy pop outside the super-commercial sphere."2
Clearly, she did well at this autumn festival. The site @musikkfestoslo had this to say about Aurora: "Aurora Aksnes impressed a lot during yesterday's #høstlarm at #cafemono. Small girl, big voice.”
The Norwegian singer Monica was equally impressed:
"This is some of the best I have heard on Norwegian stages in a long time. Susanne Sundfør has an heir in Aurora Aksnes. Magically beautiful. Had I been A&R in a label, I would have signed her on the spot."3
Her name was soon to be known everywhere, and I guess her performance at this festival gave her some attention - enough to build up the hype and excitement in the music industry prior to her well known performance at By:Larm in February/March 2014 - but that's a story for another day....
PUBLISHING AGREEMENTS
Already in November 2013, Aurora got a publishing agreement with the German record company Budde Music. This company believes it is important to bring artists together. They organize songwriter-gatherings internationally and have their own dedicated studio spaces for this in Berlin.4
In October 2014 (less than a year later), Aurora signed an agreement with Decca Records to release her music in all countries, except the USA, South Africa, Australia and Mexico. In these countries, Glassnote Music will release her records. Petroleum Records is the record company that releases her music in Norway.5
Geir Luedy has said in an interview that it is better for Aurora to spread the agreements over several companies, but it also creates some challenges for her. Agreeing on times to release her music is one of them. It also means that some of her releases are not available everywhere, as the various companies have slightly different agreements. Her EP "Running With The Wolves", for example, was never released in Norway. It was Decca Records and Universal Music that got this publishing deal.6
Final Words
Part three all done. I hope you find this somewhat interesting? If you want more details (or less), don’t be afraid to ask or make contact. You can just reply to this email.
As I said in my last letter, this will be the last one before my summer vacation. I have always have difficulties writing during summertime, so I have decided to relieve myself from the pressure of writing by giving myself a long and good vacation. I hope you will have a splendid summer where you are. I will take time to bathe in the sun and listen to Auroras “What Happened To The Heart?” 😍🥰.
My God. It’s a lot!
Rune
Sources
Ballade.no, Slik ble Aurora til: https://www.ballade.no/populaermusikk/slik-ble-aurora-til/
HøstLarm 2013 flyer: https://underskog.no/kalender/97509_h%C3%98stlarm-2013-nb-tidlig-konsertstart/forestilling/156614
Monica on her official Instagram account: https://www.instagram.com/p/fBD42nSYqO/
Midtsiden, Aurora signerte med tysk forlag: https://stage.midtsiden.no/aurora-signerte-med-tysk-forlag
Midtsiden, Kjempekontraktar til Aurora: https://www.midtsiden.no/kjempekontraktar-til-aurora
Spotify, Management with Geir Luedy: https://open.spotify.com/episode/7rqwRivRCIlo8Nq2HlG7Su?si=b9678709235c4e8f