Lorde – Pure Heroin // Album Review

lordeUniversal – October 28th

The key to successful pop music has always been as much about presentation as content: that ever-delicate marriage of bankable music and a persona that the record buying public can really invest in. 16-year-old New Zealander Lorde hits the ball out of the park on both fronts with this deliberate, thoughtful debut album and her instinctive reticence. It is to her immense credit that ‘Pure Heroine’ retains the minimal, synth-driven backdrop of early single ‘Royals’ throughout, lending emphasis to her whipsmart turn of phrase. It’s splendidly ominous and proof enough there’s more to her than the hipster-friendly Lana Del Rey.

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Buy: Lorde – Pure Heroin