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Welcome to Laufey Land — Where Gen Z Meets Jazz

The singer-songwriter has captured the attention of a wide fanbase — and the music business — by creating a sonic and aesthetic world all her own.

Laufey Land (which has also become the name of her official fan HQ Instagram account) has also captured the imagination of the music business: sources say she sparked a multimillion-dollar bidding war last year among record labels that have rarely seen so much commercial potential in a jazz-adjacent act, though she remains independent for now. It included special Laufey Lattes, a display of her book club selections at a local shop and a merchandise pop-up at the Melrose Trading Post; at the end, she treated participants to a secret performance in West Hollywood’s Pan Pacific Park. I drove around West Hollywood and saw girls in white shirts, jeans and ballet flats carrying lattes and I would roll down the window and say hey and surprise them.” Her fans range from ultra-online teens to nerdy music majors to nostalgic grandparents, but her core base is Gen Z, many of whom do not listen to jazz or classical otherwise.

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