From the moment I heard “Royals,” Lorde’s first single, I could tell that she was about to become a household name. It wasn’t her awesome vocals and catchy tune that did it for me. It was that her music, and later her whole album, felt like a movement.
Pure Heroine is the anthem of a generation fighting against our prior generation’s quest for success. Her music reminds us that mediocrity can be bliss and that perspective is king. Her Love Club EP and Pure Heroine are the first albums in a movement of music working to dismount our unrealistic expectations of wealth and glamour. Her lyrics remind us that life without gold teeth and Grey Goose can not only be awesome, but perfect.
Her first music video, “Royals,” told the simple and even lacklustre tale of the model 20-somethings killing time. In a succeeding effort to make her more accessible to the general public the video was recut to look like the music videos we are used to in the Western world. This worked, and her album became number one on the iTunes charts. If that’s what it takes to bring more people to her album, then so be it. She really is starting a revolution, even if that revolution is based on complacency and underachieving.
I want to see more music like this. I want to see the general public reminded of exceptional mediocrity. I want people to take things slow and enjoy buzzcut seasons, rather than competing with the white teeth teens.The young Auckland girl, Ella Yellich-O’Connor, is 16 and innocent enough to understand a concept completely foreign to most of us.