Lorde spent her early career developing her sound with Universal Music from ages 12-14. Her first EP The Love Club was released in 2013 and reached #1 in New Zealand without marketing. Her first full album Pure Heroine was then released in 2013 and also reached #1 in New Zealand and Australia, showing her notable debut. In 2014, Lorde said her next album was in its early stages.

1. LORDE
Cross-media case study
Kelly Loi

2. Early Stages
Lorde spent much of her early life working with Universal to develop her sound and artistic vision.
She was spotted at the age of 12 by A&R scout Scott Maclachlan and later signed to Universal at the
age of 13 and began working with songwriters at 14. "I started writing songs when I was 13 or 14
because I've always been a huge reader. My mum's a poet and we've always had so many books, and
that's always been a big thing for me, arguably more so than music," she said. Her first EP The Love
Club was released in March 2013 with no major marketing or publicity, but it managed to land her at
No. 1 on the New Zealand Album Chart. Single Royals simultaneously occupied the top spot in the
singles chart - without so much as a video onYouTube. In August 2013, she became the first woman
to top the BillboardAlternative Songs chart in the United States sinceTracy Bonham did so in 1996.

3. First success
While still riding high on the success of her extended play, Lorde was gearing up to release her first-
ever full-length album Pure Heroine. If the impressive chart performance of her EP is any indication
of how the upcoming album would do, she was expected to make a notable debut on the album
chart when the CD is released in September. Lorde officially released Pure Heroine on September 27,
2013 through Universal Music Group, Republic Records and Lava Records. Laced with 10 songs in
total, the record received highly positive reviews from music critics. It debuted at No. 1 on the
official New Zealand Music Chart and the ARIACharts, while it peaked at No. 3 on Billboard 200
chart.The album was later nominated for Best PopVocal Album at the 56th Annual Grammy Awards
in 2014. In June 2014, Lorde said that the follow-up to Pure Heroine was in its early stages.

4. Website
Links to social media/further
information
Opens another tab and leads
viewer to various ways to
order the album
Sign up by email for information on
tour dates
When you click on one of
her new songs it opens a
new tab showing diverse
ways for you to listen the
song, using different sites
(eg. Spotify,YouTube)
The background of the entire
website is black and the main
image is the album cover of
Lorde’s new album.This makes
the album stand out and grabs
the audience’s attention.

5. Album ArtworkTimeline
Tennis Court
EP, 2013
The Love
Club
EP, 2013
Pure Heroine
2013
Melodrama
2017

6. Album Promotion
You can buy or stream Lorde’s entire album Melodrama on platforms such asYouTube,
Spotify, iTunes, amazon,Google Play,Tidal, Deezer, HMV, or Google Play Music.
Melodrama has also been reviewed by magazines, newspapers and other critics (E.g..
Rolling Stone, NME)The album gains attention and recognition through these reviews.
Linking this to the ‘hypodermic needle theory’, people are more likely to be persuaded by
the reviews and then listen to the album rather than listening to it voluntarily.