Lorde Reminds Us Of The Power Of Scarcity.

Credit: Ophelia Mikkelson Jones

If there’s one time artists are typically urged to up their social media game, it's when they’re releasing new music. But as she re-emerged back into our lives with new music, Lorde took a step back on socials.

When the ‘Solar Power’ album was teased via Lorde’s social media and website in June, her fans were delighted. Two months later, if you head to Lorde’s Instagram page, you’ll only find the three posts she shared on June 23rd. She hasn’t posted on Instagram since, and her Twitter account holds no posts. Citing an unhealthy relationship with social media platforms, Lorde announced that she’s quit social media.

Lorde’s Facebook page isn’t completely inactive. It’s still used to keep fans up to date on her new music and the promo that’s coming alongside it. Recently, the page has been used to share her promotional appearances on The Late Late Show with James Corden, Genius, Good Morning America and New York Times. It’s informative, but a little less personal than what we’ve come to expect from the New Zealand artist who once had an Instagram account dedicated to reviewing onion rings.

Fans who are craving a more personal touch from Lorde’s communications should be signed up to her ‘Solar Institute Bulletin’ newsletter. There, she’s been known to share more in-depth insights on her career and her music. You can check one out here, where she opens up about the conceptualisation of her new album ‘Solar Power’ and her experience leaving New Zealand for America. She also sent out an email specifically to her New Zealand subscribers when the country was plunged into lockdown. Subscribers are usually treated to three or four of her very personal emails each month. It’s a side to the artist we don’t see much of anymore, and that’s what makes her newsletter all the more special and valuable.

It seems that when a musician who can afford to take a step back on socials does so, other means for audience connection become even more important. We’re noticing a growing interest in artists wanting to take back ownership of their relationships with their fans, and Lorde’s proving that social media isn’t the only way to do that.

As she takes part in Vogue's 73 questions and First We Feast’s Hot Ones, Lorde reminds us of the power of scarcity. Through limiting her social media activity, she’s found a way to make glimpses into her life all the more valuable.

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