Emil Henrohn – The "I am a Mother" Show (Jag är mamma)

After becoming Sweden’s favorite TikTok sensation with over 26 million views for his hit song “Jag är mamma,” Emil Henrohn took the step to the live stage with his first solo performance: “Jag är mamma – The Show.” The production is a humorous and heartfelt tribute to mothers and everyday comedy.

Gul PR was commissioned to manage the PR for the show’s nationwide tour. The challenge was to translate a digital success into a broad, national interest and showcase Emil’s versatility as an entertainer, including his personal background and musicality.

The result was a major breakthrough. Emil featured in several major interviews on both TV and radio and was profiled in the country’s largest newspapers. Additionally, extensive local press was generated ahead of every tour stop, contributing to the tour being extended for an additional season during the autumn of 2025.