NEW YORK (AP) 鈥� It was 2023 when known for her neoclassical jazz-pop, decided to create a global fan event. Her second album, 鈥淏ewitched,鈥� was soon to be released and she wanted to do something big to celebrate it. But more than that, she says, she 鈥渨anted to find a way to get my fans out of their homes, and to really follow an itinerary of my perfect idea of a day and have the music from 鈥楤ewitched鈥� follow it.鈥�
And thus, 鈥淎 Very Laufey Day鈥� was born. Each year, the Grammy-winning singer curates itineraries for different locations across the globe for her listeners to follow. It’s 鈥渁nywhere I have been and loved,鈥� she says. It allows them to live what she refers to as 鈥渁 perfect day,鈥� but also to connect with their community offline and in person. And as she approaches its fourth edition, it has only grown larger.
鈥淚t became much bigger than I anticipated, really,鈥� she says. She sought to inspire her audience to find 鈥渢hird spaces,鈥� and explore some of her favorite locales: museums, cafes, concerts and the like, and foster community in the process. And each year, it has only grown bigger, with fans dressing up in their favorite Laufey-themed vintage fashions to celebrate the unofficial holiday.
And Aug. 23 will mark the fourth annual 鈥淎 Very Laufey Day.鈥�
鈥淚t is a fun puzzle every year,鈥� she says.
鈥楢 Very Laufey Day鈥� 2026
This year, 鈥淎 Very Laufey Day鈥� will include experiences in 75 cities across 25 countries, centering on the theme of 鈥淎 Celebration of the Arts.鈥�
Those include performances spanning symphony orchestras, ballet, jazz, opera and theater as well as events with coffee shops, yogurt/ice cream shops and more. Her concert film 鈥淎 Night at the Symphony: Hollywood Bowl鈥� will be screened at select theaters. And she’s partnered with many museums around the world, including New York City’s Guggenheim, the Museum of Contemporary Art Chicago, and National Gallery, Chile’s Museo Nacional de Bellas Artes, Seoul’s Daelim Museum and more. At some participating businesses, fans will be able to acquire limited edition merchandise and Laufey-themed specialty drinks.
鈥淭his year it was really about focusing on the arts and culture and finding ways to bring this barrier of entry down between my audience 鈥� which is mostly Gen Z and Gen A 鈥� and these kind of so-called high cultural experiences,鈥� she says. 鈥淲hether it鈥檚 going to see an orchestra show 鈥� museums or galleries, we really want to find ways to connect with those institutions.鈥�
can be intimidating for younger fans, and Laufey says this year was all about making these rooms, some of her favorites, inviting to her audience.
鈥淚t doesn鈥檛 have to be this scary thing. And so, I鈥檝e kind of made it my life鈥檚 mission to make spaces like that fun and accessible,鈥� she says.
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