Lorde is a humble, homegrown New Zealand star, and she's taken out a full-page ad in the New Zealand Herald to make sure everyone back home knows she hasn't forgotten that.
Ahead of her performance at the Laneway music festival on Wednesday night this week (apparently her only summer show in New Zealand, where it's summer, Yankee suckers), the singer of anti-materialist anthem "Royals" penned a handwritten note for the ad celebrating her performance Sunday night at the Grammy Awards in L.A., not to mention the two awards she picked up there, for Song of the Year and Best Pop Solo Performance.
"hiya if you're reading this, Joel & I won. HOLY CRAP," reads the letter, referring to her producer Joel Little. "I just wanted to say thank you for the time you've given me over the past 14 months… without your support there's no way I would've ever gotten to stand in the middle of the Staples Center and perform in my school shoes."
It's a classy, charming statement of appreciation that fits nicely with her acceptance speeches, and broader down-to-earth positioning—a nice example of when marketing can perfectly align with honesty. Or at least, with an exceptionally convincing illusion of it.
See the full ad below.