Aurélie Grevet, known as Auren: EDHEC graduate and singer

Auren (Aurélie Grevet by her real name) graduated in 2004. She is a singer but has not lost the business vision she acquired during her education at EDHEC. 

She will be performing in Paris at Café de la Danse on 4 June.

Read about her fascinating journey so far. 

EDHEC Alumni: TELL US ABOUT YOUR PROJECT. HOW DID IT COME ABOUT?

Aurélie Grevet: This project came about 10 years ago. During my gap year, I was an intern at EMI (now Parlophone). I realised that marketing wasn’t for me!

I had to give it my best shot if I wanted to make a living out of my passion: music (I’ve played the piano since the age of 7, I’ve always written music and singing was a way to escape during my preparatory studies!).

So I decided to start song-writing and composing full-time. I started out at small venues. Then I was selected at Astaffort to do a writing course, which gave me the chance later on to do the opening act for Francis Cabrel. In 2012 I signed with Naïve records and produced the album “J’ose” in June 2013. I then performed that album for 2 years, including as the opening act for Yodelice, Alex Beaupain, Olivia Ruiz, etc. 

In 2016 I met the group Calexico. I had always loved their music and the way they work and I plucked up the courage to leave them some recordings at the end of their concert. We hit it off on an artistic and human level. Nine months later, I was headed for Tucson, Arizona to record my new album with the band’s two leaders: Joey Burns and John Convertino. Another dream fulfilled for me. The new album “Numéro” was released on 1 February. I’ll be on stage at Café de la Danse in Paris on 4 June.

EA: WHAT DRIVES YOUR MOTIVATION IN THIS ADVENTURE?

AG : The stage, the people I meet, sharing experiences, writing, playing … Singing is the air I breathe.

EA: HOW HAS YOUR EXPERIENCE AT EDHEC OR WITH THE NETWORK OF GRADUATES HELPED YOU ACHIEVE THIS PROJECT? 

AG: My time at EDHEC enabled me to develop real work methods and a business approach to the music world. Nowadays, artists are no longer simply artists; they must have a vision of their project and take responsibility for it: of course they have to manage the music and artistic aspects, but also everything to do with image, overall project strategy, commercial launches, negotiations to find a record label, press relations, the tour organiser, the editor, the producer, etc.

EA: WHAT IS YOUR INITIAL ASSESSMENT OF THIS ENTREPRENEURIAL ADVENTURE? DO YOU HAVE ANY ADVICE FOR OTHERS FROM EDHEC LOOKING TO BECOME ENTREPRENEURS? 

AG: It’s a wonderful adventure, peppered with unforgettable moments and incredible encounters, but also disappointment and anger. You have to persevere, work hard, be unique, believe in your project and surround yourself with the right people to have any chance of success in this business. 

EA: What’s next? What are your expectations from the community of EDHEC graduates (fundraising, looking for staff, partners, advice, etc.)?

AG: My new album was released on 1 February, and the media reception was pretty good. I was delighted to see the album selected by FIP radio. I got some good reviews in Libération, Rolling Stone, Rock & Folk, etc. At the moment I’m focused on concerts to get as many dates as I can. The next one is at Café de la Danse on 4 June in Paris, I can’t wait, it’s an important date!  

I never really thought about EDHEC as a way to raise funds or look for partners. It’s an excellent idea for my next album, as I have set up my own record label and we are very often on the lookout for financing! 

More information about Aurélie: 

• Website 
• Facebook Page
• Instagram 
• Link to listen to her album  
• Café de la Danse concert  
• Documentary on recording the album with Calexico

Clip "Moi, Jane"