Frøkedal - Flora Marketing and Dissemination Plan

Folk pop to grow on

Foto: Vidar Landa
Foto: Vidar Landa (Hi-res)


Flora is Frøkedal's third album of deep-rooted folk pop with skyward eyes. The playful magic of a band letting their guard down and finding the groove of communality.


We need inspired, well-played music more than ever to give us a taste of mutual aid, creativity and comfort beyond the individual.


Frøkedal may be the second name of singer Anne Lise, but first and foremost, Frøkedal is a group effort. In fact, their fans generally just refer to them as "The Family". With two well-praised albums, BBC sessions and memorable tours behind them, the Norwegian group of musicians with background in traditional folk and well-crafted indie, are preparing the release of their third compendium of songs, named Flora.

Though originally from a small misty village on the west coast of Norway, Frøkedal's musical lineage can be best traced in her background in bands like Harry's Gym, Iwasaking and as backing musician with Tønes and Øystein Greni, all part of a heritage of well-crafted indie music in Oslo, deeply rooted in friendship and the love of music.

The Family: Frøkedal's friends and relatives
Label (WW): Fysisk Format
Live (NO): Polar w/ Erik Søreide
Digital distribution (WW): InGrooves
UK PR: Hannah Gould
Radio plugging: Olli Dutton of Obscene Strategies


  • Key engagement strategy: The making of a Frøkedal song book
    • Nourishing a long time fan request for chords, lyrics and notes
    • With illustrations by Robyn Hitchcock (The Soft boys)
    • Including stories and curiosa about the tracks, incl folk instrument makers with a history in the weapon industry
    • Invite a suprising range of artists to do covers ahead of release
  • Track by track Lyric videos for all tracks on the album on youtube with award winning film maker Vibeke Heide and Robyn Hitchcock
  • Post release: 3 non-album bonus tracks + 5 new cover songs and videos like the previous Hanky Panky Nohow
  • Playing live when and how the situation allows for. Touring plans are set for May and September 2021.
  • Building from the core and out: Strengthening the relations to long-time fans and friends of friends
  • Balancing the powerful polarity in Frøkedal's precision and craftmanship on one side with the search of the unknown on the other


19.02.2021SØN (digital single) - ENG/NOR
26.03.2021Takedown (digital single) - ENG/NOR
23.04.2021Set your spirit free (digital single) - ENG/NOR
11.06.2021Flora - ENG/NOR

Career Highlights

Debut album "Hold On Dreamer" released on Propeller Recordings in 2016
Album "How We Made It" out Aug 31st 2018 on Propeller Recordigs


  • Release tour 2018:
    24 gigs in Norway, Germany, UK
  • BBC Radio6 Marc Riley session October 2018
  • Øya festival main stage 2016
  • Headline tour in Germany and UK (8 gigs) in 2016
  • Oslo Spektrum: Support for A-ha in 2016, Madrugada in 2019


  • Clash Magazine - David premiere
  • The Independent - Ones To Watch Feature
  • The Sunday Times - Breaking Act Feature
  • The FADER - LTF/Cracks premiere
  • Other support from the likes of DIY, Q Magazine, The Line Of Best Fit, The 405, Ja Ja Ja, 1883 Magazine, Gold Flake Paint, Hype Machine blogs and many more


  • 'Believe' in rotation on Radio Eins Berlin for more than a year 2018-2019
  • i-D (Germany) - Premiere for single 'The Sign'
  • Support also from Kultur News, and We Love That blog
  • Other support across more small European blogs



  • BBC Radio 6 - David played repeatedly by Marc Riley, live session confirmed Oct 24th
  • Continued support from Amazing Radio, RBB Radio Eins (the single Believe has been listed here since March), CT das Radio 96.9 FM.
  • Total airplays for singles Believe/I Don’t Care in Germany/UK: 220 (dette talet er gammalt/utdatert)