Universal Music Brings Fans Together with Aurora TikTok Live Stream
Norwegian star’s live performance of new album draws 1.4 million likes.
Norwegian singer-songwriter and TikTok star Aurora (@iamauroramusic) held a live show streamed directly to her TikTok followers last week, Thursday 24 February. Live streaming experts Groovy Gecko were chosen by Universal Music Group to fully produce the event for Aurora’s 3.7 million followers streamed straight to her page.
The stream was well received by the singer’s fans, known as ‘Warriors’, drawing 1.4 million ‘likes’ as she performed a mix of songs with acoustic vocals in ‘The Engine Room’ at Universal Music in London. The music encompassed tracks from her third studio album The Gods We Can Touch, released last month, including the singles Cure For Me and A Dangerous Thing, as well as iconic queer music such as the 1984 track Smalltown Boy by Bronski Beat. The live offered her fans an intimate glimpse into her new era style ahead of the artist kicking off her world tour in Birmingham next month.
The 30-minute stream also included live questions and comments from fans, sharing their love and support.
The Groovy Gecko team managed all aspects of the stream, including filming, studio lighting and smooth connectivity for the event – ensuring the hundreds of thousands of viewers were able to be in the moment and enjoy the music they love.
Involving fans on a more intimate live forum like TikTok is set to grow in 2022. Already this year, pop artists have used their presence on the app to share their song writing process as well as performing snippets of the song that then go viral. Aurora’s 2015 single Runaway become wildly popular on TikTok last year, bringing new fans to her music. Universal Music’s decision to create an elevated live stream on Aurora’s page shows the desire to bring content with a high production value straight to fans in the place they first engaged with the music.
Jake Ward, Business Development Director at Groovy Gecko, said, “TikTok lives are playing an increasingly large role in creating strong relationships between musicians and their fans. They have fast become a new way for musicians to showcase new content to fans and even engage with them in the creative process.
“Universal Music’s goal was to use this forum and up the ante in order to provide a top-quality performance that was accessible to all Aurora’s fans no matter who and where they are. We were thrilled to deliver the live event for Aurora’s fans to experience her music in a new way, managing all aspects of the steam, creating a smooth viewing experience that captured the intimate feel of the unique artist’s music.”
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About Groovy Gecko
Founded in 1999, Groovy Gecko is an award-winning Live Streaming agency.
With over 20 years of expertise in live streaming technology and production, working on projects ranging from international film premieres to interactive company presentations and global gaming conferences, Groovy Gecko is continuously pushing the boundaries of what’s possible in live streaming.
Founded on innovation, Groovy Gecko not only helps clients engage with audiences in exciting ways but adds value to live streams with their risk management approach and smooth delivery.
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