DEBORAH PEAD Public relations boss
Sixteen years ago, Pead PR and J&A Productions were part of the team that brought back the Vodafone New Zealand Music Awards. Back then it had poor production values, limited support, and it wasn’t really valued by New Zealanders. It was plagued by controversy with judging because it was only the labels who were the judges. It’s come a long way since those days.
Three years ago we experienced an absolute step change in media interest, in requests for photography accreditation when Lorde emerged on the scene. The demands for interviews with her were so vast, we couldn’t manage them all.
The Lorde factor had an unprecedented impact on publicity for the music awards and the music industry as a whole in New Zealand.
She brought in such a topspin of media interest, red carpet attendance, we saw a whole new group of tweens that wanted to be photographed with her.
In our dealings with her she’s very professional, tightly managed but she needs to be. Having said that, the whole music industry has has lifted its game and become more professional. It’s become more slick, more glamorous, they’ve really polished up their act. I think Lorde’s shown the industry what they can do.
Just look at the strong lineup of females among the finalists this year. That’s the Lorde effect.