NEWS
Aurora unveils music video for compelling new single 'Your Blood'
27 November 2023
Norwegian alt-pop sensation AURORA today unveils the accompanying music video of her compelling new single ‘Your Blood’, championed on BBC Radio 1 and BBC Radio 2. Embodying the core of the track, the video – co-directed by AURORA and Kaveh Nabatian (The Barr Brothers) – sees AURORA dancing, while navigating the conflict between the pressure to conform and her desire to break free, trapped in a house she feels she will never truly fit in.
In a remarkable return this month, AURORA released ‘Your Blood’, her first material since her third, and highest charting album to date, ‘The Gods We Can Touch’ which went Top 10 in the Official UK Album Chart. The new single currently counts more than a billion streams. AURORA also released her very first book last week, also entitled ‘The Gods We Can Touch’, via Decca Records & Faber Music. Signed copies were sold out in less than an hour, and printing presses had to be relaunched due to unprecedented high demand.
Of the ‘Your Blood’ video AURORA explains: "Kaveh and I boiled up these small ideas at a tiny Japanese bar in Montreal. I wanted to create a lonely video. Visualising the lonely process of going through your emotions as a human without daring to give anyone the honour of being there for you. Self-care is sometimes allowing others to care for you."
Co-Director Kaveh Nabatian, who also won a Juno award with his band Bell Orchestre, adds: “I was working with AURORA on a very different kind of project when she raised the possibility of me doing a music video for her. I was flattered and excited, partly because we’ve become friends, but also because she’s such an amazing performer. She never misses. AURORA told me about feeling different from other people, and wanting to show it through different metaphors: hands tearing at her face while she sings, hanging upside down, dancing in opposition to an uncaring crowd. The shoot itself was a dream.”
Co-written, produced and recorded by Chris Greatti (Gaga, Willow, Yungblud, Grimes) in Los Angeles and mixed by Mitch McCarthy (Olivia Rodrigo, Lady Gaga, Conan Gray), ‘Your Blood’ finds AURORA letting her guard down in an ode to the human soul, celebrating its vulnerability, emotions and flaws.
Speaking about the track, AURORA says: “The world is always bleeding. And you never know what is going on under people's skin. I think it’s only when we reach out to each other, that we understand what compassion and beauty we are capable of as human beings. Even if we can’t understand what people are going through: we should still try. If we don’t, what is a life truly worth? Sometimes addressing the pain, your own, or the pain of the world hurts so much it feels like dying. But in truth, I believe it is then we are born. Your blood. My blood. Our blood."
Since signing with Decca Records/Glassnote in 2014, AURORA’s global fanbase has continued to grow monumentally, captivating a new generation through social media platforms and touring the world, with her striking and lively lyrics, and totally unique stage presence. Growing up surrounded by forests and mountains near Bergen in Norway, Aurora Aksnes has turned her individuality, her independence and her strength of spirit into platinum discs, more than a million album sales, 12.6 million monthly listeners and a whopping 10 billion streams.
The multifaceted pop artist is admired by many of her peers — from Troye Sivan and Doja Cat to Katy Perry and Shawn Mendes, and her single Runaway inspired 12 year old Billie Eilish, to make her own music. AURORA’s fastest ever streamed single ‘Cure For Me’, from 2022’s The Gods We Can Touch, and 2016’s hit ‘Runaway’ both gained sensational viral moments on TikTok, bringing AURORA’s cinematic and sweeping melodies to a bigger audience than ever before, hitting singles charts all around the world and counting over a hundred billion views on socials.
Last year, AURORA completed a sold-out UK headline tour finishing at a packed O2 Brixton Academy in London, before dominating stages worldwide for the rest of her The Gods We Can Touch tour. She also headlined Norway’s Øya Festival alongside Florence + The Machine and Gorillaz, and joined the star-studded line up at BST Hyde Park. AURORA performed at a plethora of festivals this summer, including London’s All Points East Festival, Lollapalooza (Berlin, Argentina, Brazil, Chile) and Rock En Seine (Paris).
With a debut book and four studio albums to her name, along with an Academy Award Nomination (for ‘Into the Unknown’, Frozen II), AURORA’s success seems boundless. ‘Your Blood’, marks a new era for the young artist, ushering in another chapter of her ever evolving and distinctive journey.
In a remarkable return this month, AURORA released ‘Your Blood’, her first material since her third, and highest charting album to date, ‘The Gods We Can Touch’ which went Top 10 in the Official UK Album Chart. The new single currently counts more than a billion streams. AURORA also released her very first book last week, also entitled ‘The Gods We Can Touch’, via Decca Records & Faber Music. Signed copies were sold out in less than an hour, and printing presses had to be relaunched due to unprecedented high demand.
Co-Director Kaveh Nabatian, who also won a Juno award with his band Bell Orchestre, adds: “I was working with AURORA on a very different kind of project when she raised the possibility of me doing a music video for her. I was flattered and excited, partly because we’ve become friends, but also because she’s such an amazing performer. She never misses. AURORA told me about feeling different from other people, and wanting to show it through different metaphors: hands tearing at her face while she sings, hanging upside down, dancing in opposition to an uncaring crowd. The shoot itself was a dream.”
Co-written, produced and recorded by Chris Greatti (Gaga, Willow, Yungblud, Grimes) in Los Angeles and mixed by Mitch McCarthy (Olivia Rodrigo, Lady Gaga, Conan Gray), ‘Your Blood’ finds AURORA letting her guard down in an ode to the human soul, celebrating its vulnerability, emotions and flaws.
Speaking about the track, AURORA says: “The world is always bleeding. And you never know what is going on under people's skin. I think it’s only when we reach out to each other, that we understand what compassion and beauty we are capable of as human beings. Even if we can’t understand what people are going through: we should still try. If we don’t, what is a life truly worth? Sometimes addressing the pain, your own, or the pain of the world hurts so much it feels like dying. But in truth, I believe it is then we are born. Your blood. My blood. Our blood."
Since signing with Decca Records/Glassnote in 2014, AURORA’s global fanbase has continued to grow monumentally, captivating a new generation through social media platforms and touring the world, with her striking and lively lyrics, and totally unique stage presence. Growing up surrounded by forests and mountains near Bergen in Norway, Aurora Aksnes has turned her individuality, her independence and her strength of spirit into platinum discs, more than a million album sales, 12.6 million monthly listeners and a whopping 10 billion streams.
The multifaceted pop artist is admired by many of her peers — from Troye Sivan and Doja Cat to Katy Perry and Shawn Mendes, and her single Runaway inspired 12 year old Billie Eilish, to make her own music. AURORA’s fastest ever streamed single ‘Cure For Me’, from 2022’s The Gods We Can Touch, and 2016’s hit ‘Runaway’ both gained sensational viral moments on TikTok, bringing AURORA’s cinematic and sweeping melodies to a bigger audience than ever before, hitting singles charts all around the world and counting over a hundred billion views on socials.
Last year, AURORA completed a sold-out UK headline tour finishing at a packed O2 Brixton Academy in London, before dominating stages worldwide for the rest of her The Gods We Can Touch tour. She also headlined Norway’s Øya Festival alongside Florence + The Machine and Gorillaz, and joined the star-studded line up at BST Hyde Park. AURORA performed at a plethora of festivals this summer, including London’s All Points East Festival, Lollapalooza (Berlin, Argentina, Brazil, Chile) and Rock En Seine (Paris).
With a debut book and four studio albums to her name, along with an Academy Award Nomination (for ‘Into the Unknown’, Frozen II), AURORA’s success seems boundless. ‘Your Blood’, marks a new era for the young artist, ushering in another chapter of her ever evolving and distinctive journey.
