Lorde’s “Pure Heroine” high

At 17, she has won a Silver Scroll award, become the first female artist in 17 years to top the Billboard Alternative Songs chart and also the first New Zealand solo artist to have a number one song in the United States.

She was signed by Universal Records at the age of 12, began writing her songs at 13 and now is the youngest artist to hold the US number one since 13-year old Stevie Wonder. Now Lorde, born Ella Yelich-O’Conner, has made her debut album “Pure Heroine” the music world’s latest addiction.

Being put in the same category as Lana del Rey and Sky Ferreira has definitely contributed to the artist’s popular status within the indiepop, electronica and art pop genres. However, Florence and the Machine still reigns as prom queen.

While talent may be on her side, she still lacks experience and clarity which she tries to hide with her song-writing. Her songs – including the songs from the five track “The Love Club EP” which she released on SoundCloud for free – were co-written and produced by Joel Little (former lead singer of Goodnight Nurse).

Aside from her obvious obsession with teeth – the “gold teeth” in “Royals” and “White Teeth Teens”, Lorde’s songs seem to suggest how menial conversation has become as she points out in “Tennis Court” “Don’t you think it’s funny how people talk?/ Making smart with their words again, well I’m bored”, something she re-iterates in “400 Lux” where she talks about “where we can talk like there’s something to say”.

As young as she is, she’s realised the embarrassing aspects of our society that we try to hide like the drunk uncle in our family who is always ready to tell the truth. She exposes and questions society’s values as she sings in her hit “Royals” about how “everybody is like gold teeth, grey goose…Cristal, Maybach, diamonds on your time-piece/Jet-planes, islands, tigers on a gold leash” like we do not have more serious issues to deal with than Kesha’s gold tooth and Lil’ Wayne’s grillz.

“Pure Heroine” is a disappointment from the captivating “The Love Club EP” and with double the tracks one would have expected them to dangle the candy a little bit longer before stuffing you with the vegetables.   However, album sales seem to suggest that Lorde may be just what your dealer ordered.


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