Throwback Thursday: “Pure Heroine” by Lorde

I did say that I was going to talk about this album eventually, and now here we are! Pure Heroine came out in 2013 and felt new, experimental; like Lady Gaga before her, Lorde was rewriting the pop rules. In Lorde’s hands, pop became sonically darker and thematically emptier: torn-up towns, hollow bottles. Yet the aimlessness of Lorde’s protagonists is intentional. She captured the #aesthetic of driving with the windows down, clean teeth and tennis whites, both riding the wave of Tumblr moodboards and inspiring them.

It’s a cohesive album, and though Lorde definitely likes a droning beat, it never feels like too much. Part of that is the neat production; another part is because Lorde has a throatier voice than her contemporaries, which provides nice depth. She has incredible confidence right out of the gate.

I didn’t immediately connect with this album when it came out, but “400 Lux” definitely holds memories. Although “Royals” was obviously inescapable, I’m always one to look for the deeper cuts.

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