Green lights, wrong beach: Lorde fans confused after Auckland publicity stunt
Lorde fans were left disappointed after a shambolic publicity stunt on Wednesday night.
Ahead of news her new single will drop on Friday, March 3, the Kiwi songstress had been teasing fans after releasing an ad hinting her new album, or a single from it, would drop on Friday.
The 20-year-old tweeted a map of Auckland central, telling her followers she had "organised a few more little glimpses at what's coming".
She had also marked three spots - Hamilton Road Beach in Herne Bay, the intersection of Ponsonby Rd and Karangahape Rd, and central Auckland's Town Hall - on the map.
AUCKLAND: from 9:30pm TONIGHT, i've organised a few more little glimpses at what's coming. if you want to know more, consult the map.. ❇️ pic.twitter.com/IVMcksOS8M— Lorde (@lorde) March 1, 2017
About 50 people were lining the street at the Ponsonby location, where green lights and smoke were seen pouring out of a beat-up white car.
The words "I do my makeup in someone else's car" were posted on one of the windows, with some people guessing they could be lyrics to one of her new songs.
Lorde's mother Sonja Yelich, sister Indy and friends snapped pictures of the smokey green car.
Although Sonja said she was excited for whatever her daughter had planned next, she said she couldn't say anything further.
At the Auckland Town Hall, the words "Green Light" were projected on a wall with a green background, while the same lyrics played on a loop.
Fans thronged at Hamilton Rd just after 9pm - despite a spot of drizzle - and filed down steps at the end of the cul-de-sac to the beach below.
Sophia Jordan, 20, said she'd come to the spot "out of mad curiosity".
"Lorde made us this sort of treasure map - how cute is that? I wonder what'll happen," she said.
Kersti Ward, 19, said she and her flatmates were sitting down eating dinner when she read Lorde's message on Facebook.
"I just yelled 'stop everything! We're going on a road trip'."
The three decided to go to the Herne Bay location because they didn't want to pay for parking.
Ward guessed "a 30 second segment of the album" might play from speakers, "mysteriously".
But 9.30pm came and went in darkness, with no music at all. Lorde's fans waited in confusion, squeezed onto the two-metre stretch of sand and the stairs.
After 15 minutes Lorde sent a tweet telling her fans she had sent them to the wrong beach.
Fans raced to the new location where drones were seen in the air, and more mysterious green lights floodlit the beach.
There, Lorde's team had set up a sign, with the words: "She thinks you love the beach, you're such a damn liar."
At the second beach some of the fans expressed confusion and mild disappointment about Lorde's publicity stunt.
Liam Walker, 19, said "there could have been more - I mean everyone here is just so confused".
He said he had expected some music "at least".
Asked whether he was still a fan, he replied: "Of course, always."
Walker said he thought that the experience would be better in retrospect, and that he hoped the beach-goers had been "secretly filmed for a new video clip".
Another fan, Lucy Johns, said she enjoyed "the kind of chaos".
"We were there at the first beach, just like what the f... Lorde, did you trick us? Then running flat out to the second, which was something - the green lights - but still weird and confusing.
"In the end it was kind of beautiful."
On Monday, the singer released a short and cryptic ad in which she was featured munching on fries and slurping a soda while a quirky tune played in the background.
Lorde released a second ad on Wednesday, where she was seen walking along an urban street at dusk - or possibly dawn - with the same piano and drum beat playing in the background.
Both ads were stamped with the same date - 3.3.17 NZ - Friday March 3.
A further tweet indicated a new ad could be expected at 8am on Thursday and Friday.
The mapped-out spots mirrored a strategy that Kanye West used to unveil the first single for his album Yeezus in 2013.
West projected a performance of the single New Slaves onto walls all over the world.
Lorde has previously referred to West as her "principal" in the school of pop.