Lana Del Rey started from the unknown; within 6 months her first single ‘Video
Games’ became a viral internet hit through the help of Pitchfork and YouTube. This
represents a modernized music industry as Lana was unsigned and used digital
marketing methods such as Blogs to connect to her audience. Lana’s Video Games
vastly populated as Radio 1, music blogs and websites repeatedly aired it. Due to
this popularity into the public eye and her airing on the Holland and Jonathon Ross
Show, which took quick interest to her popularity and talent. Her experience on them
left a storm of backlash in the media as she didn’t fit into the ‘mainstream’ due to
Lana being to ‘Hipster’, Urban and out of the ordinary; they judged and commented
on her credibility.
The GQ cover magazine of Lana constructs the Pureness of her persona, yet shows
the Objectification of the female form, to all forms of genre and gender. The medium
close up of Lana bearing all with no clothes on represents the typical 60’s glamour. A
stereotypical Marilyn Monroe figure as the main focus of the 60’s glamour with flashy
jewellery, hair and makeup.
Lana Del Rey’s star persona constructs her as troubled, rebellious and contrasts to
the American dream as she died tragically of a suicide overdose. This continues in
her Born to die video as the long shot of Lana In the church which is flashed back
throughout the whole video suggests that she’s in heaven. The Crown of flowers
around her head represents death and purity. The tigers and chair centre of the
church represents power. Also her persona can appeal to a wider audience as her
music represents the historical and cultural side of America in Lana’s ‘National
Anthem’ video. Lana’s use of Lyrics and Visual references in her Video which
position her closer to her audience as her lyrics and video take the audience back to
a historical story so the audience can relate.
Her success is unmeasurable as she has a H&M and Mulberry line this represents to
the audience that she has a mass range within the industry, not just music but
fashion as well. Through putting Lana on mulberry it doesn’t just create more
attention/profit for them but grabs the audience’s attention to buying the line because
they want to follow their idol.
Furthermore her single Born to die was No1 in 15 countries; this constructs her
popularity and her worldwide credibility. Lana also was awarded a UK Brit award,
due to her not being from the UK this is a huge achievement. Her performances at
festivals in Spain, Poland and in other countries shows the sincerity as Lana sings
live, also the fact their across Europe, once again represents Global success and
fans. The many soundtracks and adverts Lana contributes to for example sound
track for the movie trailer ‘one day’ she’s been quick to advertise her songs via other
forms of the media in result of the shrink in sales from illegal downloading. It’s
essential for the industry and Lana to promote her songs elsewhere.
Over all I believe Lana Del Rey, due to her persona has represented herself as a
brand. After her first album Lana had already signed to lucrative endorsement deals
with jaguar, H&M and Mulberry, this constructs her character as sophisticated and
glamorous. This represents a change in the modern music industry due to ITunes,
YouTube. The industry is fast moving as soon as a single comes out everyone
knows about it due to blogs and internet programs. Industries don’t rely on traditional
methods anymore, as it’s all done over the internet.