Provided are a method of producing an aluminate fluorescent material, an aluminate fluorescent material and a light emitting device. The production method includes heat-treating a mixture prepared by mixing a compound containing at least one alkaline earth metal element selected from the group consisting of Ba, Sr and Ca, a Mg-containing compound not acting as a flux, a Mn-containing compound, an Al-containing compound, a first flux containing at least one alkali metal element selected from the group consisting of Na, K, Rb and Cs, and a Mg-containing second flux to give an aluminate fluorescent material.