Oh, Lorde. I once thought our love affair with your music was a fleeting burst of hormones and originality, but over the last year you have made it abundantly clear that you will be a staple of music for many years to come. You do what you please when you want, and as far as I can tell no one tries to stop you. Why should they? You’re the golden calf of pop music!

Whether you agree with the paragraph above or not, I think we can all agree Lorde is as much of pop culture today as she was when “Royals” was at its peak over a year ago. Her unique personality and top shelf marketing team have kept music fans on their toes for the better part of two years, and they show no signs of slowing their promotional efforts anytime soon.

The latest marketing play they developed was to have Lorde appear on BBC Radio 1 for a live performance, including the world premiere of Lorde’s take on the Jeremih hit “Don’t Tell Em.” I know that sounds like a weird cross-over, but New Zealand’s top export found a fitting way to make it her own. Check it out:

• Author
• Recent Posts

James Shotwell

James Shotwell is the founder of Under The Gun Review. He loves writing about music and movies almost as much as he loves his two fat cats. He's also the co-founder of Antique Records and the Marketing Coordinator for Haulix. You should probably follow him on Twitter.

Latest posts by James Shotwell (see all)

• 2015’s Most Underrated Films - December 29, 2015
• Passing The Torch: The End Of An Era For UTG - December 1, 2015
• UTG PREMIERE: Before The Streetlights – “Private Browser” - November 26, 2015