Grammy-winning Icelandic singer-songwriter Laufey’s annual fan celebration, “A Very Laufey Day,” has grown into a global event designed to bring her listeners together offline through music, art and community activities.
Laufey launched the event in 2023 ahead of the release of her second album, “Bewitched.” She wanted to encourage fans to leave their homes, explore places she had enjoyed and experience what she described as her idea of a “perfect day” while connecting with other listeners.
Each year, Laufey creates itineraries for participating cities, directing fans to places such as museums, bookstores, cafes and music venues. What began as a small idea has expanded significantly, with fans also embracing the event by wearing vintage outfits inspired by the singer and treating the occasion as an unofficial holiday.
The fourth edition of “A Very Laufey Day” will take place on Aug. 23 and feature activities in 75 cities across 25 countries under the theme “A Celebration of the Arts.”
The programme will include performances and cultural events featuring symphony orchestras, ballet, jazz, opera and theatre. Fans will also be able to take part in activities organised with libraries, bookstores, coffee shops and yogurt and ice cream stores.
Laufey’s concert film, “A Night at the Symphony: Hollywood Bowl,” will be screened at selected cinemas as part of the celebration.
The singer has also partnered with museums and cultural institutions around the world, including New York’s Guggenheim, the Los Angeles County Museum of Art, the Museum of Contemporary Art Chicago, London’s Tate Modern and National Gallery, Chile’s Museo Nacional de Bellas Artes, and Seoul’s Daelim Museum.
Some participating venues and businesses will offer limited-edition merchandise and special Laufey-themed drinks.
Laufey said this year’s event focuses particularly on making arts and cultural institutions more accessible to her predominantly Gen Z and Gen Alpha audience.
She said she wanted to reduce the barriers that can make younger people hesitant to visit museums, galleries or attend classical performances and other forms of “high culture.”
“These spaces don’t have to be intimidating,” she said, adding that she wants to make such cultural experiences enjoyable and accessible for her fans.
The singer described organising the event as a “fun puzzle” each year, with its international reach continuing to expand.