How Lorde became Lorde
New Zealand journalist Duncan Greive caught onto Lorde early and has written the self-styled “definitive inside account of Ella Yelich-O’Conner’s rise to the top”.
For advertising, Maclachlan calls in Alistair Cain, Universal New Zealand’s head of marketing, and plays an early cut of the television commercial on his computer. Ella wants to keep the date rendered in Roman numerals. It looks crazy (XXVII.IX.MMXIII). She won’t be moved. After an hour, they’re done.
Afterwards, Cain says that in 20 years in the industry he’s never come across an artist so engaged with the minutiae of their presentation. He points up at a giant poster of Lana Del Rey. “With her, we could do whatever we liked,” he says.
Ella is frequently compared to Del Rey, though it infuriates her. Both are white women making pop music soaked in the rhythm and attitude of hip-hop. But Del Rey has a much more conventional narrative — she had an image makeover prior to her breakout Born To Die album, and co-writes her songs with some of the biggest producers and writers in the industry.
Ella’s songs, meanwhile, are very much her vision, and hers alone.
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