Lorde, America’s best-known New Zealand singer-songwriter for his hit “Royals”, incorporates a more sustainable approach into the release of his upcoming third studio album.
Entitled “Solar Power”, after Lorde’s eponymous new single, the album will not be released on CD, but will instead be offered in a biodegradable “Music Box” with handwritten notes, photos and a download card. The latter will allow fans to access the entire 12-track album online, as well as other surprises to discover.
“I actually think what’s even cooler about this product is that it talks about the nature of the modern album as a changing thing,” she wrote. in an email exchange with Billboard. “When you buy the Music Box, you get access to all kinds of cool stuff during the album cycle – stuff like exclusive merchandise designs, additional mailing list updates, bonus tracks, behind the scenes photos and more. And due to the digital nature, I can add to the album world all the time, without anyone having to go back to a store.
While Lorde has announced that she will eventually release an LP of “Solar Power”, she believes the collectable nature of the product will limit its throwaway impact compared to a less coveted CD tucked away in plastic and cling film.
Find inspiration on tour
Lorde says the inspiration for making her new release greener came from the experience of waste and imprint of her latest album cycle and international tour.
“I’m a pop star, and I drive this huge machine that takes resources and spits out shows – I’m not kidding myself about that,” she added. “But in my personal life, of course, I started to tune in to different things. Coming out of the tour, I was like, “I just saw so much food wasted, everywhere we went people were wasting food.” And I made this personal, private commitment to never waste food, and [now] I really don’t have any, I have a compost and I eat whatever I buy.
His first task was to study the supply of goods sold at his concerts. To reduce waste and promote more ethical production, Lorde has partnered with Everyone.World. The sustainable clothing brand creates clothes using only 100% recycled cotton without “exploiting the planet or the people”. In a tweet to fans last weekLorde says his merchandise will cost more at concerts, but the price increase reflects his new commitment to reducing the environmental impact of his music.
“These pieces are made from 100% recycled cotton grown in the United States. Some are even made from recovered manufacturing waste, ”she wrote. “Waste recovery consumes less energy and water. Your clothing is a little better for the planet than most “new” items, and that’s why you pay extra. ”
Citing inspiration from other artists who have made strides in promoting sustainability in musical tours, particularly Coldplay, who recently resumed touring after partnership with BMW on all-electric transport– Lorde says there is still a lot to be done to reduce its impact on the climate. For now, she admits that she’s just trying to do her best while navigating the world of being an international music icon.
“The album is a celebration of the natural world, an attempt to immortalize the deep and transcendent feelings I experience when I’m on the outside,” she said in a statement. “In times of grief, sorrow, deep love, or confusion, I look to the natural world for answers. I have learned to breathe out and tune in. That’s what happens. ‘has passed.