April 16, 2014 Leave a comment
Considering the amount of time Lorde has been famous, you would think to call her a “rising pop star.” However, within a single year, the New Zealand native won two Grammy Awards (Song of the Year and Best Pop Solo Performance) for her album, “Pure Heroine” (2013). It seems she skipped the “rising” part and became a pop star overnight.
Perhaps it’s Lorde’s unique song lyrics and tunes that caught the attention of America. But to gain that much success in such a short amount of time, and not even be from the United States, is something to explore. There have been many foreign artists who have tried to make it big in the U.S. How did Lorde brand herself in the U.S. market so impeccably?
I have come up with a list of strategies that Lorde has used to make her a star before her journey even began:
1. She promoted her single “Royals” on the biggest talk shows early in the game. Lorde performed on “Late Night with Jimmy Fallon,” “The Ellen DeGeneres Show” and the “2013 New Zealand Music Awards.” Although without proper PR representation, this type of media exposure is rarely something that a performer can accomplish on his or her own, by debuting her music on top tier media outlets she was able to firmly establish herself on the pop culture stage.
2. She stays true to her age. For example, the music video for “Royals” featured Lorde’s high school classmates in slow motion. Many other artists hire famous actors to perform in their music videos rather than their peers.
3. Lorde reminds her fans, “Flaws are OK.” On March 30th, she tweeted a before and after picture of her during one of her concerts. The photo had been photoshopped to hide her acne. She said she preferred the “before” photo, because it was real. She tweeted, “I find this curious — two photos from today, one edited so my skin is perfect and one real. Remember flaws are ok :)” She also Instagrammed herself another time with acne cream on, proving she is the same as everyone else and making her even more lovable to the public.
4. She keeps her focus entirely on her music. In the entertainment world, stars like Miley Cyrus often exploit bodies at the expense of their musical talent. When asked to discuss her role as a feminist with V Magazine, Lorde replied, “People like to paint me in a certain way, but I’m a hugely sex-positive person and I have nothing against anyone getting naked. For me personally, I just don’t think it really would complement my music in any way or help me tell a story any better.”
5. Lorde created a strong, universal name for herself as an artist. Her real name is Ella Yelich-O’Connor, but choosing a short and memorable stage name such as “Lorde” was a smart move when branding herself. The reason for her name choice? “I was interested in aristocracy and royalty at the time.” It has nothing to do with religion. “Lorde is like a character, something I can switch on and switch off when I’m on stage,” she said.
Whether you call her Lorde or Ella, she knows how to remain grounded despite the pressures of the entertainment industry. If I ever decide to ditch my law school plans and become a singer, I know who I’m calling for advice on making it big in no time.
About Devon Landman:
Devon Landman’s expertise includes social media management and creative writing. She gained her experience from being a member of the writing team and an editor for Platform Magazine and interning for Eastern Florida State College. She is graduating from the University of Alabama in Tuscaloosa, Ala. in May with her B.A. in Communication and Information Sciences. This upcoming fall, she plans to attend the College of Charleston School of Law in Charleston, SC.
Sinco, Luis/ Los Angeles Times. “Lorde performs at the Coachella Valley Music and Arts Festival in Indio.” Photo. The Los Angeles Times. 16 April, 2014. 16 April, 2014. <http://www.latimes.com/entertainment/gossip/la-et-mg-lorde-teen-vogue-hilary-duff-lena-dunham-hair-name-20140415,0,6738572.story#ixzz2z5p0F9uG>