The Hit Piece: Lorde

Witch-ay Woman

In a move that pays off approximately one Beyonce per decade, I decided to give Lorde a listen. I’d heard a lot of good stuff about her, and I try to occasionally branch out from my indie-rock geekery. It’s super fun to actually like a popular music artist because those albums are super-easy to find at Best Buy or used-CD bins (note to the youngs: used CD bins are boxes of CDs… wait. CDs are things with music you can buy on Amazon or in in stores where… wait. Stores are places where… oh, fuck it, look it up). Contrary to the indie-rock stereotype, I am always in the market for stuff that is easy to like. I was so excited when I thought that maybe Nicki Minaj would be really good.

I was a little skeptical about Lorde because of the praise she’s earned in publications such as Rolling Stone, but then her album (albums are like mp3s, but like, in an order and stuff) was two dollars on Amazon. I would buy almost any popular album for two dollars. I’m often tempted to buy albums I know for a fact I don’t like if they’re two dollars. Plus, no matter how big-boxy it is to buy an album from Amazon for two bucks, I can know for sure that the royalty Lorde gets from that single copy Amazon-discounted copy will be roughly a thousand times higher than what she’d get if I listened to her album on Spotify three or four times. Never say I never did nothin’ for ya, Lorde, he said, when tossing her the equivalent of two quarters, or: the total amount of money your twenty favorite artists have earned from you listening to them on Spotify, total, in their and your lifetimes.

Anyway, I bought the Lorde album and listened to it a bunch of times and now I have an opinion about Lorde and the dominant opinion is: Lorde needs to be taken down and also I shouldn’t listen to this album very much anymore except maybe “Royals” and perhaps “World Alone.”

It’s not that Lorde or Pure Heroine are all that bad. But the cred Lorde seems to be accruing needs to stop or at least slow down a little. Yes, I will acknowledge the coolness of Lorde being a (a.) seventeen-year-old (b.) female (c.) from New Zealand (d.) who looks sort of like a witch and (e.) helps write her own songs that are then (f.) only marginally overproduced in that trendy faux-minimalist sort of… OK, now it sounds less like I’m acknowledging her coolness and more like I’m writing a takedown! Now we’re in the spirit! The general problem with Lorde is that she gets instant cool cred the same way that the record industry embraces anyone who is successful.

I might sound like a cranky Generation Xer here — and I seriously don’t know if I’m in the Generation X or the millennial boom or maybe, just maybe, a sub-generation I just invented called the Third-Greatest Generation (the top two are NOT the ones you’d expect) — but we need to stop giving young people awards for just showing up. I’m not complaining about, like, Participant ribbons here. Participant ribbons are reasonably honest. They say PARTICIPANT and are given to people who participate! I would be happy if Lorde showed up on the cover of Rolling Stone wearing a ribbon that said PARTICIPANT.

But Lorde gets way more credit than that, sort of like how Taylor Swift gets infinite cred for kinda-sorta writing her own songs — even for lyrics that other people have basically already written. I’m not suggesting that Swift wrote “so casually cruel in the name of being honest” after hearing Paul Simon sing that “there’s no tenderness beneath your honesty.” Actually, I’m suggesting quite the opposite: I’m sure Swift hadn’t heard the Paul Simon song. And that’s fine. But you don’t get full credit for re-discovering and re-phrasing that idea. And you certainly don’t get credit for not phrasing it as well.

But that’s another story for another post that tries hard to reconcile how much I love “We Are Never Getting Back Together” with Taylor Swift’s authenticity, which I do not question so much as classify under “authentic self-regard” (see also: Roberts, Julia). Let’s get back to Lorde.

Lorde’s voice is weird.

I don’t mean weird like truly eccentric or wild, like Bjork or Corin Tucker or Nicki Minaj in-character. I mean that somewhere between her native accent and her vaguely American-accented singing, her tongue starts to sound heavy. Her vowels are rounded and some of her consonants come out muffled together, like she’s only singing out of the very front portion of her mouth. It has a weird slurry-baby effect and yeah, it’s a little unnerving to hear a teenager drop truths while sounding like a drunk baby.

Lorde’s songs pretty much all sound the same.

Everyone loves “Royals” for the way Lorde rolls her eyes at music-industry materialism…

Actually, hold up. Let me clarify something.

Lorde is overrated but not racist.

There was a big internet thing recently about whether “Royals” is secretly or not-so-secretly racist because it dismisses elements of culture that are coded as black. But while several of the images in “Royals” seem to be derived from hip-hop videos, the idea that no one is allowed to mildly bag on perceptions of hip-hop culture strikes me as enormously ridiculous. Not least because hip-hop covers a far broader spectrum of songs and styles than what Lorde describes — fair to say that when she says “every song’s like,” she’s referring to a rhetorical “every” song on Top 40 radio, not “every” song in hip-hop, which is not mentioned in her lyrics.

Of course, a lot of “every” song popular in 2014 does have some kind of hip-hop influence — which is exactly why trying to parse out some racism “Royals” seems like a fool’s errand. That complaint misses how mainstream the culture the song describes actually is. It makes sense that Lorde, as a teenager, focuses on that kind (that is to say, hip-hop-influenced) materialism and consumption, rather than, say, Old White Male materialism and consumption.

In fact, despite the rap-video imagery in the lyrics, a lot of what she’s singing about also recalls the flood of the we-invincible-cause-we-drunk party anthems of the last few years — songs that have further mainstreamized a sensibility that might have once been more identified with a particular strain of pop hip-hop, but is now pretty much pop culture at large, especially in the music industry. I get that these trends are often most exploited and encouraged by an old-white-male offensive line up at the executive level, but does this make any artist or any song further down the food chain automatically above reproach? You could call Lorde a hypocrite for appropriating hip-hop-lite beats in a song that seems to knock hip-hop culture, or you could admit that it is, in fact, OK to say that 200 songs about swigging Cristal are not necessarily that interesting without throwing the artist babies out with the shitty music bathwater. Look, a lot of mainstream music made by black people fucking sucks as bad as a lot of mainstream music made by white people. It’s part of the universal law of music suckage.

Anyway, back to:

Lorde’s songs pretty much all sound the same.

Everyone loves “Royals” for the way Lorde rolls her eyes at music-industry materialism. On her album, a few tracks after “Royals,” in which we learn that she’s “not proud of her address,” “we’ll never be royals,” and that she’s not interested in what “every song’s like,” there’s a song called “Team,” in which we learn that Lorde and her crew “live in cities you’ll never seen on screen, not very pretty but we show them how to run free,” and that she’s “kinda over gettin’ told to throw my hands up in the air.”

I, on the other hand, am kinda gettin’ over what an iconoclast Lorde is and now wondering if maybe she is a little racist. (Still probably not, but still.)

Even on the songs that don’t repeat themselves lyrically, there’s a very clear sound on Pure Heroine that gets very clearly exhausted. The album’s basic formula, moody but accessible beats plus Lorde’s voice, is reasonably appealing but even after a mere ten tracks, it feels a bit like an extended remix of itself. Basically, she sounds like a sassier Lana del Rey, but less self-consciously lush and “cinematic.” As it happens, this makes her somewhat more tolerable than Lana del Rey (GATSBY EXCEPTION INVOKED, by the way). But it does not make her a major sonic adventure. I don’t know a lot about production, but the Postal Service Lite beats on this record don’t seem like the height of electrosophistication to me. “World Alone” is particularly Postal Service-y in its vocal melody and multiple beat kick-ins. And it’s easily one of the best tracks on the record. I also like the way she uses the phrase “like yeah” in “Tennis Courts” because I’m always in favor of people using that phrase, but when she sings “it’s a new art form/showing people how little we care,” I don’t even think I’m learning about how today’s seventeen-year-olds think, because millennials seem, if anything, to care a lot, sometimes about good things and sometimes about bad things. Showing how little we care, on the other hand… isn’t that back in Gen-X territory again?

(I couldn’t tell you; I’m a Third-Greatest.)

I’m not sure if Lorde’s rediscovery of Gen-X and Postal Service beats is more or less impressive considering that…

Lorde is a music-biz lifer.

Lorde RS

Here is a quote from the Rolling Stone cover story on Lorde:

“I think my whole career can be boiled down to one word I always say in meetings: strength.”

Feminists, rejoice! Lorde says the word “strength” at meetings! I wonder if these meetings literally begin with Lorde sitting down at a big conference table and just announcing: “Strength.” And then the marketing execs have to go from there? Or does she follow it up with other key words that she only sometimes says in meetings, such as: “robust.” Or: “disruptors.” Or: “low-hanging fruit.”

I don’t mean to bag on Lorde for taking meetings. But it is funny just how little difference there is between her career arc and, say, Katy Perry’s or Justin Bieber’s.

The Rolling Stone article goes into matter-of-fact detail about how Lorde won a school singing contest with a classmate, the classmate’s father sent their recordings around, and Lorde’s voice caught the attention of the head of A&R at Universal Music New Zealand. Her development deal “went nowhere” after three years. As Rolling Stone dramatically phrases it: “The idea of a music career could have floated away.” (NO, I imagine we are meant to cry out. LET NO IDEA OF A CAREER FLOAT AWAY!) But in a turn the magazine terms “fortuitous” but seems more like “what happens when you have a development deal with a major label,” a local manager heard Lorde and offered her his songwriter client as a collaborator. Then they made some songs that the label wasn’t crazy about, but despite the label’s disinterest they took it to the internet, guerilla-style, which is much easier to do when you are guerilla-style disseminating professionally written and produced songs with major-label backing.

If you haven’t done the math yet, this means that crazy from-nowhere success Lorde has been doing this since she was twelve years old. This makes her slightly more of a novice than Miley Cyrus. Slightly.

That’s not to say we should get hung up questions of authenticity. Miley strikes me as enormously mannered and self-conscious, from the Lady Gaga school of explaining why what you’re doing is subversive and interesting, but I still like “Wrecking Ball.”  But I think pretty much everyone would agree that Lorde is hyped as the real deal because of her age and hairdo and ability to think in complete sentences. If we’re talking about music, she has about as much good material as Miley or Katy Perry or anyone else with one or two good songs and a lot of stuff that sounds like those other songs but not as good.

In other words: “Royals” is a pretty good song but it’s nothing you couldn’t say at meetings.


Jesse is a cofounder of even though he doesn't care for sports or alcohol. His favorite movie is Ron Howard's The Paper. I think. This is what happens when you don't write your own bio. I know for sure likes pie.