Lorde pulls a Beyonce, drops track unannounced
Lorde’s management team is superb.
The viral marketing tactics they implement tend to be very centered on building a community around Lorde, and then using that community to market their tracks, versus the norm we usually see in the music industry of advertising and promotion being used to get eyes and ears. Don’t get me wrong – they do advertise and promote tracks. But what makes headlines for Lorde is what is accomplished through that community
Now she has made international headlines and shocked fans by releasing an unannounced track – No Better. Beyonce pioneered the move on Friday by dropping a full album exclusively on iTunes, with 14 tracks and 17 videos.
Without further ado, here is the track.