Lorde Embarks on Independent Path After Universal Music Group Deal Ends

Lorde is charting a new course in her career, becoming a fully independent artist after her long-standing contract with Universal Music Group (UMG) expired at the end of last year. The New Zealand singer revealed the news to fans via a series of voice memos on Wednesday, March 18, 2026, marking a significant shift for the pop star who first signed a development deal with the label at the age of 12.

A New Chapter: Reflecting on a 17-Year Partnership

While expressing deep appreciation for her time with UMG, Lorde explained her desire to operate independently. “I adore them, they’re incredible people, and I have had an amazing experience with them,” she shared, according to The Music Network and Rolling Stone AU/NZ. However, she also acknowledged the unique circumstances of signing a deal at such a young age. “But the truth is that a 12-year-old girl pre-signed and pre-sold her creative output before she knew what it would be like and before she knew what she was signing away.”

The Appeal of a “Clean Slate”

Lorde emphasized the importance of reclaiming control over her creative work. She stated her intention to explore opportunities without the constraints of a record label, noting, “I needed to take a second to have nothing being bought or sold that comes from me.” The Independent reports that Lorde described a feeling of “openness and possibility” and a desire to experience what it feels like to have “no master.” She even revealed her phone background currently displays the phrase “I have no master.”

Current Projects and Future Plans

This transition occurs as Lorde is currently on her ‘Ultrasound World Tour’ in support of her fourth album, Virgin. She plans to conclude the tour with upcoming shows in Los Angeles in May. While embracing her newfound independence, Lorde did not rule out the possibility of future collaborations with UMG, stating a new deal “could well be with Universal.”

Industry Implications

Lorde’s decision to go independent reflects a growing trend in the music industry, where artists are increasingly seeking greater control over their careers and creative output. Hit Channel highlights this move as a “tectonic shift” within the industry, signaling a potential re-evaluation of traditional artist-label relationships.