Baby be the class clown, I’ll be the beauty queen in tears – it’s a new art form showing people how little we care
If you’ve been following PDE over the last couple of years you’ll know that I’m all about breakout talent in the industry! Today I’d like to introduce you to an artist from New Zealand that is showing a lot of appeal and potential for the global industry going forward. Born Ella Yelich-O’Connor in Auckland, Lorde is a sixteen year old gem that is making waves thanks to the release of singles “Royals” and “Tennis Court”. Personally I am more of a fan of the latter (which you can listen to above) and when I stumbled across it on my iPod again yesterday morning (pretty much ending up spinning it on repeat for the entire day) I knew I needed to write about it today. Coincidentally I received a message from Nick on Twitter yesterday recommending that I take a listen to her and this just served as further confirmation for me (I must definitely thank him for that!).
If I’m perfectly honest, I have to admit that I wasn’t 100% on board with the song when I first saw the music video but after a couple of spins and views it has definitely grown on me. While the video is fairly basic and to the point and I think it is a smart way for her team to introduce her face, general image and sound to the public. The video is basic, yes, but it doesn’t look low budget, which is definitely a good thing. You almost can’t stop watching once you click play, given it has a very personal feel and I don’t know if I was alone in waiting for her to do something outrageous towards the end of the video!
Signed to Universal Republic when she was just 13 (good job Scott Maclachlan!), her debut album Pure Heroine is out towards the end of next month and will feature ten tracks all written by the young talent. A US release is scheduled towards the end of September as well (“Royals” is performing really well on iTunes there at the moment) and those in the UK will be able to buy their copies of the album October 30th. Take a listen to “Royals” if you like this song and make sure you request Lorde on radio if either of the tracks does anything for you. I’ll be keeping a close eye on her and look forward to seeing what she will be bringing to the table next! Remember to tweet me your opinion of her to @conradwashere.