Interview
Aurory Interview: Melodic House, Techno & His Sound
Melodic house and techno producer Aurory interview on the instincts driving his sound, his inspirations, and the mindset behind his artistic direction.
Focused on carving a signature sound reflective of his creative perspective, channelling Melodic House, Techno, and immersive sound design, Producer and DJ Aurory continues to shape an identity rooted in creative originality. Guided by a vision that extends beyond the dancefloor into a wider audiovisual world, his work delivers engaging experiences for listeners to discover. In this conversation, he reflects on the instincts driving his sound, the influences shaping his next steps, and the mindset behind his artistic direction.
Hi AURORY, how are you feeling today?
Today I feel focused and inspired. Thank you for this interview!
How much of your creative output is a reaction to the sounds you don’t like in the world?
A part of it definitely comes from that, but not in a negative way. I think my music is more about searching for what I feel is missing, more depth, more atmosphere, more emotional tension, more identity. I’m always chasing sounds that feel transportive rather than disposable.
What is the best piece of advice another creator ever gave you?
To stay honest with my taste. Trends move fast, but if you build around a real artistic instinct, your sound has a much better chance of lasting. I remember one top tier artist once told me, “In the end, who cares?” – and that really stayed with me.
What is the most unconventional source of inspiration you’ve tapped into recently?
Bulgarian traditional music – I recently resampled elements of it and wove them into the vocal of my next track. It brings in something raw, ancestral, and unexpected, and I think the result is going to be massive.
When you’re having a bad day, what is the one song that always makes you feel better?
I actually have one track that motivates me every time I’m under pressure, and I also play it before my sets. It’s by a very famous legendary Italian artist, and over time it has almost become a personal ritual for me – something I listen to before any important event in my life.
More generally, when I’m feeling a bit low, I’m drawn to energetic music that gives me motivation and helps shift my mindset. Most of the time, I naturally go toward the kind of music I play myself. One of the latest tracks that truly inspired me was ‘Late at Night’ by Mind Against.
If your personality was a specific instrument, which one would it be and why?
A synth, without a doubt. It can be warm or cold, subtle or overwhelming, melodic or deeply textural. That range reflects how I see myself – someone who can adapt easily to very different environments. Whether it’s a more business-oriented setting, a festival, or a more informal situation, I naturally adjust.
Who is an artist that you think everyone should listen to at least once?
Aurory, for sure if you haven’t listened to him yet!
What is your definition of a “good track”, and how has it evolved?
For me, a good track is one that evolves over time. It builds strong tension, knows how to release it, and stays simple – but in that simplicity, it delivers something powerful. A track shouldn’t feel static; it should move, breathe, and develop, with progressive elements that keep it engaging from start to finish.
One of the most important things I remember from an old professor of mine was: don’t become a skeleton in front of the computer. At some point, you have to know when to stop and let the track go. The idea of perfection, especially the one we create in our own heads, doesn’t really exist – and part of being an artist is also knowing when a track is ready to be finished.
What is the most important thing you’ve learned about yourself as an artist?
I’ve learned that in this industry, it’s not only about the music – interpersonal skills make a huge difference too. Traveling around the world and being exposed to different cultures has helped me understand the different social traits. That really makes a difference when you’re building collaborations, speaking with venue owners, or creating music with other artists.
If you could collaborate with any creative mind from the past, who would it be and why?
I think I would have loved to collaborate with one of the great classical composers, like Beethoven, and try to create a piece of electronic music together.
If you could leave one message for future creators who might be influenced by you, what would it be?
If you want something, go and take it. And most of the time, no means yes – that’s my mantra.
From our interview, Aurory has shared a glimpse into his approach, one that centres on instinct and consistency, with a focus on detail, emotion, and structure rather than chasing trends or overworking ideas. As he continues to refine his sound and explore new influences, his direction becomes clearer, moving forward in a way that feels considered and true to his identity. So, be sure to follow Aurory via social media to remain updated on his new releases, projects, and performances.
Aurory Online
Instagram | Spotify | Beatport
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Interview
MEETCH Interview: Reflections, Robots and What’s Next
MEETCH interview about his new single ‘Reflections’ with Lacey, his Ørjan Nilsen collaborations and what’s next for the robot-headed producer
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Interview
Promo Push’s Russell Biles on Promoting Dance Music Today
Promo Push head of promotions Russell Biles explains how the UK company promotes dance music releases across DJ, radio, press and Spotify campaigns
Promoting releases from the likes of MK, Chris Lake, Claptone, Above & Beyond, Tiësto, Diplo, Flashmob, DJ Hype, Axwell, Jamie Jones & Vintage Culture – Promo Push was founded in 2011 & is one of the industry leaders in dance music promotion, based in the UK.
Speaking to Russell Biles, head of promotions at Promo Push - we asked some questions about the company & how they promote a release in today’s dance market.
Since the launch of Promo Push in 2011, how have the range of services you offer evolved?
We launched with a firm focus on DJ & Club promotion, delivering genre specific & bespoke campaigns – across the electronic music landscape. The next natural progression, was us moving into dance radio promotion & we’ve built an extensive network with international heads of music, playlist managers & mix show hosts. Online Press campaigns then followed & we work with a range of music journalists & editors at dance music publications – closely aligning online coverage & building further awareness around a release. In 2019, we also moved into Spotify promotion – with us pitching to a range of leading 3rd-party playlist curators.
Musically, what dance music genres does your DJ promotion cover?
Whether it’s a House, Tech House, Deep House or Nu-Disco leaning track, a melodic Techno or Trance record – or Mainstage release, we deliver tastemaker DJ & 1001 Tracklists mix show promotion. With a deep understanding of the industry, each of our DJ / Club campaigns are tailored & finely tuned. Working with both major & independent labels, along with management agencies & directly with artists – from underground clubs to festival main-stages, we get our client’s release to the right DJs at the right time.
Across your radio promotion, what territories do you focus on?
Our radio promotion is international & reaches in to each key global territory. We target dance music stations & specialist DJ shows worldwide, including across BBC Radio 1, SiriusXM, Radio 538, Kiss FM, One World Radio, Ibiza Bpm Radio, SLAM FM! & stations throughout Europe, USA, Australia & beyond. In addition to FM stations, we also push to an array of specialist digital & online dance stations and use the monitoring tool WARM (World Airplay Radio Monitor) for tracking plays & radio support.
Do your campaigns follow a specific timeline?
Each Promo Push campaign runs over four weeks & we report to clients weekly, with feedback & scores from DJs / Radio and who’s listened, reviewed and intends to support. Our Press & Spotify campaigns also run over a four timeframe, with weekly reporting too & detailing each Press feature / Spotify placement we’ve secured – with direct links to each. We provide a full & comprehensive summary with the final reporting, ideal for our client’s Press pack and their future release planning.
In terms of your Press service, can you tell us more about how this works?
We offer standalone Press campaigns, or including DJ & Radio promotion – as part of our Prime Tier. From leading online dance publications, to influential niche blogs — our Press network covers a wide spectrum of sites that dance music fans read. Press release curation is included in our service & our weekly reporting is in PDF, providing coverage links – readership estimates & a full overview of online release traction.
With Promo Push delivering over 4,000 campaigns to date & working with the likes of Anjunabeats, Axtone, SIZE, Ministry of Sound, Positiva, Spinnin’ Records & Defected Records – they continue to promote releases from some of dance music’s most established labels & artists, along with the best up & coming talent.
Connect:
www.promopush.com
[email protected]
+44 (0) 20 3633 1721
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Interview
A.N.I. Interview: Classical Roots, Keytar Moments, and Why She Refuses to Stay in One Lane
After a summer through Hive Festival, Tomorrowland and Verknipt Croatia, A.N.I. sits down to talk classical roots and the hard techno craft.
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