‘ I believe that everyone and everything have a time where their hard work pays off and their dreams become a reality’

Italian musician, up-and-comer, Aurora Kuda, is encouraging those who are unhappy and caught in a difficult place, to leave the negative that’s holding them back and pursue the positive. Her new video for her single “Vivo Persa,” which translates to “Life Is Lost,” is doing that just that; visually appealing to exclude the toxic and embrace the power that we have to take charge and be bold.

“Vivo Persa” was directed by longtime friend, Paolo Galassi, and was filmed in a classic Italian villa in the country outside of Bologna. Kuda has spent well near two decades in the music industry, performing, writing and singing, although “Vivo Persa” is her first studio recording and her first album. The tracks were recorded at Fortress Studios in London and Italy’s Sebasound Studio in Santarcangelo di Romagna. The album was mastered by Greg Calbi of NYC’s legendary Sterling Sound of New York, who has worked with some of the greatest artists in the world, like David Bowie, John Lennon, and Bruce Springsteen.

Aurora shared with us her insight into her single “Vivo Persa,” along with details of what it was like filming with her friend and director Galassi and others on set, and why she thinks now is the right time to release her debut record after sixteen years creating, performing and writing music.

What was the overall vision behind your single “Vivo Persa,” and music video, directed by fellow countryman, Paolo Galassi? 

Aurora Kuda: In the video for “VIVO PERSA,” I have shared the story of a woman who understands that she needs to be free of her lover and the current situation she is in. She is very accepting and aware of this need, and even though times get tough, and sometimes she feels lost and lonely, she understands that this is the best decision for her and it will pay off in the long run. You have to put yourself first, if you are unhappy you must identify the problem, move forward, and work through the pain and confusion.

This video was shot in an Itaian villa in the countryside of Bologna. Was it your idea to shoot there, and what was the filming and collaborative process like working with Paolo?

Aurora:The idea for ​​the video was created together with my director Paolo Galassi and our photographer and good friend, Gabriele Rigon. Gabriele kindly made his beautiful villa available to us and I feel it took the video in the perfect direction. The villa was absolutely stunning and provided a great energy and work environment for myself and everyone involved. The atmosphere of the shoot was very fun and light, but when it came time to work, everyone was extremely professional and took their job very seriously.

“Vivo Persa” is your first album, although you’ve been writing, singing and performing since you were 16. Why did you now decide it was time to release a record? 

Aurora: I believe that everyone and everything have a time where their hard work pays off and their dreams become a reality. For some, it happens quickly, others have to put in more time and work to reach their overall goal. I feel my time is now. As an artist, I feel mature and ready to face whatever may come my way.

This also was your first studio recording. Can you share with us what this was like for you?

Aurora:I felt very comfortable my first time going into the studio. It was a very natural experience, it almost felt like I was sitting in my own home. There was no stress or fear, I was very calm, but excited as well! Working with my producer Lorenzo Sebastiani, we just had a creative explosion and I’m so proud of how everything came out.

You’ve been in this industry for many years now. What’s the best advice you’ve been given and learned since then?

Aurora: The best advice I have received is from my executive producer Alido Brufani. He always reminds me to not give up and follow my dreams. It’s easy to admit defeat when facing adversity, but great artists are those who keep working and chasing their goals no matter the cost.

Who was your first concert?  Who has had the most profound effect on you so far?

Aurora: My first concert was Madonna, her energy and adrenaline still inspire me today!

What was your first album on cassette, CD and/or vinyl? 

Aurora: Queen – Bohemian Rhapsody

What are you currently listening to, reading and/or watching?

Aurora: I’m listening to Alicia Keys and enjoying a nice glass of Chianti wine.