Evolution Of Lorde

 To help me understand Lorde as my chosen artist, I decided to research into the 'evolution' of her style, brand image and success. This means I can understand her image better and help me link it to the ideas seen in her music videos etc.

How has this helped me?
Overall, researching Lordes evolution has helped me understand the method used to create a unique brand identity. I have learnt:

• Although her image has changed over the course of 10 years of fame, the changes have been subtle and slow. They have also kept consistent enough to create an instantly recognisable style and image for her fans and other audiences. 
• Her style has changed in consistency with what is going on in her career. For example, at the beginning of her career, her style was very unique and gothic as it allowed her to be different from the current norm, conforming to the indie codes and conventions. When she released albums and content for her audience, her style changed to match the styling used within the content. Her style also became more modern and typical as her fame increased as there was no longer a need to be unique to create hype. However, the pale skin, dark lip tones and iconic brown hair was always emphasised within her style. 

This has helped me as I now know that when I create my own artist, it is important to understand what is going on in the music industry at that time. For example, when Lorde began her career, there was no other artist with the gothic and unique identity that she created. This means I should consider the market when creating my own artist. It will also be vital that I create a memorable brand identity that can be eccentric (conforming to the indie genre) as this allows me to attract a target audience more effectively.