The team at Universal is being prudent with publicity. Mr. Walk, of Republic Records, said he is working on creating partnerships with radio stations, concert venues and music publications or blogs that will circulate her music without catapulting it into the mainstream. Instead of sending her music to KIIS, a famous top-40 Los Angeles radio station, they've turned to San Francisco's Live105 and Chicago's Q101, alternative stations that 'start playing the good stuff way before everyone else, ' Mr. Walk said.
环球音乐的团队对宣传事务相当谨慎。共和唱片的沃克说，他正忙于和音乐电台、演唱会场馆和音乐刊物或音乐博客建立合作关系，请他们帮助传播Lorde的音乐，但又不把它推入主流。而且，他们并没有把她的歌曲发给洛杉矶排名前40的知名电台KIIS，而是找到了旧金山的Live105和芝加哥的Q101，这两家另类音乐电台“早在所有人之前开始播出好音乐”。
This tight-lipped marketing strategy has been recently championed by French electronic producers Daft Punk, who have hidden behind their robot helmets for two decades. On a smaller scale, British producer Burial gained notoriety for maintaining his anonymity for the first two years of his career.
这种守口如瓶的营销策略也得到过法国电音组合傻瓜朋克(Daft Punk)的采纳，他们以机器人头盔隐藏自己的真容达20年之久。实行这种策略时间较短的有英国电音歌手Burial，他因为在演艺生涯的头两年一直隐瞒自己的真实身份而声名远扬。
Lorde uploaded her November EP without any accompanying biographical information. Two months later, she revealed her name and a photograph of herself. 'I wanted people to listen to it first, ' she said on a phone call from her recording studio. 'People started to get really aggressive about [the mystery], and almost angry. So I just released a shot of me and did a few interviews, because I didn't want it to feel like a scheme.'
在去年11月上传其细碟时，Lorde没有附上任何个人信息。两个月之后，她公布了自己的姓名及一张照片。她在录音室接受电话采访时称：“我希望大家先听听我的音乐，后来大家开始（因为神秘身份）变得气势汹汹，几乎到了生气的地步，所以我就发布了一张我的照片，接受了几次采访，因为我不想让它给人以阴谋诡计的感觉。”
She said she took her cues from DJ culture. 'They have this dissonant cool about them, they're not starving for attention, ' Lorde said. 'Instant gratification can be boring. Mystery is refreshing, and rare in pop music.'
Lorde说她是从DJ文化得到启发的。她说：“他们很酷，与世界保持距离，他们也不渴望得到关注。即刻得到满足会让人厌烦，神秘感则让人精神一振，而且它在流行音乐界也很少见。”
Instead of cooing about boys or slinging sexual innuendos, her lyrics condemn conspicuous consumption and narcissistic self-promotion. And as the master of her own image (going by the name 'Lorde' was her idea), she keeps things light and low-key. She recently tweeted: 'My bank acc situation is way better, now I have twenty six dollars.'
Lorde歌曲的歌词并不叽叽咕咕地谈论男孩或抛出性暗示，而是批评铺张炫耀的消费和孤芳自赏的自我吹嘘。作为自身形象的主宰者（取名“Lorde”是她本人的主意），她喜欢让事情简单明了和低调。最近她在推特上发文称：“我的财务状况大有改善，现在我的银行账户里有26美元了。”