LAVA/Republic Records Launch Revolutionary Ad Campaign For LORDE



Oct 01, 2013, 14:35 ET from Republic Records

NEW YORK, Oct. 1, 2013 /PRNewswire/ -- LORDE has joined forces with Adverts4Autos for a groundbreaking, one-of-a-kind advertising campaign in support of her hotly anticipated debut album, Pure Heroine [LAVA/Republic Records], in stores now. This promotion is the result of a unique marketing collaboration between LAVA/Republic Records and Adverts4Autos.

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In revolutionary ads displaying the cover art and release date will be placed on the back windshields of cars in the Los Angeles area driven by genuine LORDE fans, spreading the word through roving advertisement everywhere. This is the first time in history a musical artist has engaged an initiative such as this.

"The impact of Lorde's mobile billboard campaign took the definition of street marketing to another level," says Charlie Walk, Republic Records' Executive Vice President.  "This direct to consumer approach on the roads is redefining modern day street marketing," he adds. The 16-year-old New Zealand alternative pop impresario has quickly become one of the most-talked about artists of 2013. Her first single "Royals" is on its way to platinum status, and it set a new record for "Longest #1 at Alternative Radio by a Female Artist" with a staggering seven weeks at the top. She's sold out numerous shows across the United States on her inaugural headline tour. The partnership with Adverts4Autos continues this string of success.

As soon as it was released, "Royals" stirred up a frenzy online. It reached the coveted #1 spot on HypeMachine, and it racked up over 12.6 million YouTube/VEVO views. She has received the endorsement of Pitchfork, Gorilla Vs. Bear, and Stereogum.

Placing the teen in league with Adele, The Civil Wars, Regina Spektor, and other leaders, VH1 has dubbed LORDE their "You Oughta Know" artist for September. It's a prestigious honor, heralding her arrival stateside as a trend-setter.

Meanwhile, Entertainment Weekly called "Royals" "finger-snap addictive," Huffington Post exalted her as "the next queen of pop," and Vice described her best as "a talented teenage badass."

Last year, she took New Zealand by storm. Her self-released, The Love Club EP, garnered 60,000 downloads on Soundcloud and then proceeded to reach #1 on the country's top albums chart.

Pure Heroine is in stores and on all digital outlets now.

Tour Dates

9/30 New York, NY

Webster Hall

10/3 Brooklyn, NY









A division of Universal Music Group, the world's leading music company, Republic is home to an all-star roster of multi-platinum, award-winning legends and superstar artists such as Amy Winehouse, Ariana Grande, Black Sabbath, Colbie Caillat,  Enrique Iglesias, Florence + the Machine, Godsmack, Gotye, Kelly Rowland, Of Monsters & Men, Owl City, among many others.  

It is comprised of innovative imprints and digital business ventures including Brushfire (Jack Johnson, G. Love), Cash Money (Lil Wayne, Drake, Nicki Minaj), Lava Records (Jessie J, Lorde), Loma Vista (Soundgarden, Damian Marley), Monkeywrench (Pearl Jam), NBC's The Voice (Cassadee Pope, Danielle Bradbery), Republic Nashville (The Band Perry, Florida Georgia Line, The Eli Young Band), XO (The Weeknd), among others.  

About Adverts4Autos

A4A is an exciting new and revolutionary advertising service. At A4A, we connect local and commuter drivers with regional and national advertisers to create real world advertising impressions in the back windows of consumer vehicles.

In doing this we create a new advertising opportunity for brands and put cash in the pockets of every-day drivers every month.  This gives our drivers a way to offset their gas, loan / lease, parking, insurance or other car related expenses that consume over 17% of the average individual's monthly income.

Advertisers gain access to a new medium of outdoor inventory, a category that is traditionally serviced by billboards and supergraphics and has suffered from little innovation and increasing regulation for the past 100+ years.

A4A is founded by 29 year old Spencer Kassimir who began his career at Lehman Brothers and has since been involved in several startups ranging from real estate investment to documentary filmmaking.  He holds a Master's Degree in East Asian Languages and Cultures from the University of Southern California and is a fluent Japanese and conversational Mandarin speaker. 

Rona Menashe
Guttman Associates PR & Marketing

Myisha Brooks
Republic Records
310-865-0107 /


SOURCE Republic Records