Lana Del Rey is an American singer/songwriter, born in New York in 1986, her birth name is Elizabeth Woolridge Grant. Lana Del Rey's awards consist of MTV Europe Music Award for Best Alternative in 2012, Echo Award for Best International Newcomer in 2013, Brit Award for International Breakthrough Act in 2012, Brit Award for International Female Solo Artist in 2013, Echo Award for Best International Rock Pop Female Artist in 2013, Q Awards for Q's Next Big Thing in 2011, Ivor Novello Awards for Best Contemporary Song in 2012 and UK Music Video Awards for Best Pop Video in 2012. American singer-songwriter Lana Del Rey has released three studio albums, four extended plays, 18 singles, and 17 music videos. She has sold more than seven million albums and twelve million singles worldwide. In 2011, Del Rey signed a record deal with Stranger Records and released her first single, "Video Games".It is Del Rey's best-charting single to date, peaking at number one in three countries and being certified Platinum or better in four. Later that year, she signed a joint record deal with Interscope Records and Polydor Records and released her second studio album, Born To Die, the following year. Born to Die reached number one in nine countries and received Platinum awards in fourteen. It was the fifth best-selling album worldwide in 2012 and has sold more than four million copies as of July 2014.Born to Die also produced eight singles. "Summertime Sadness", the album's sixth single, peaked at number one in Poland and was certified Platinum in three countries. In 2013, a Cedrick Gervais remix of "Summertime Sadness" was released. It peaked at number one in Hungary, and was certified Platinum or better in three countries.Del Rey followed up Born to Die with an EP called Paradise in late 2012. The EP produced three singles. In 2013, Del Rey contributed the song "Young and Beautiful". The song was certified Platinum in the United States and triple Platinum in Australia. Her third studio album, Ultraviolence was released in the summer of 2014 and debuted at number one in twelve countries.The album produced four singles and has been certified Gold in Australia, Canada, and the United Kingdom. As of July 2014, it has sold more than one million copies.
The two videos I have chosen to analyse is Lana Del Rey- Born to Die and Lana Del Rey - West Coast
The two videos I have chosen to analyse is Lana Del Rey- Born to Die and Lana Del Rey - West Coast
Within the 'Born to Die' music video Dyer's theory is used through the use of hegemony as the audience can relate to the Lana Del Rey as they can share or admire the relationship contrasted with individuality shown within the music video. Some fans of the artist may attempt to replicate Lana Del Rey in her behaviour and what she does in the music video, with a negative impact as she makes references to drugs and alcohol within the music video which can influence the target audience. In addition Lana Del Rey represents shared cultural values and attitudes, and promotes a certain ideology of love and relationships. The audiences interest in these values enhances Lana Del Rey's 'star quality', and it is through conveying beliefs, ideas and opinions/personal experiences through her music video that helps to create her star character to her fans which then connects and builds a relationship between her and her targeted audience as well as existing fans.
Goodwin's theory is used within the 'Born to Die' music video as the lyrics match the visuals. This is evident when the song lyrics quote "lost but now I am found" whilst the music video shows Lana Del Rey on her own then fades into her being with the male character to give the audience a visual aspect of the meaning behind the lyrics that she was 'found' within her relationship which is an idea that the audience could relate to. Furthermore, Lana Del Rey acts out the lyrics in some parts of the music video such as "going insane" and circling her finger around the side of her head and also "get high" whilst acting out smoking cannabis as well as "I was blind now I can see" whilst covering her eye with her hand then removing her hand. Another aspect of Goodwin's theory also put forward within the music video is the idea of a Star Image (protagonist), lots of camera shots are used making Lana Del Rey the centre of attention. Lana Del Rey's star image is very unique in the way she is presented through her clothes and her appearance. This helps to promote herself and her stars image towards the public and also helps to promote the music video itself in the process of creating and building up a public reputation for the artist herself.
Lana Del Rey's artist representation is very unique and individual within this music video in the way she is presented through her clothes that is old style clothing which is rarely worn in the present day and also her appearance as a whole with hollywood style plumped lips and pin curls. This helps to promote herself and her stars image towards the target audience of those who listen to 'indie'-which promotes the individuality of the genre and also helps to promote the music video itself in the process of creating and building up a public reputation for herself. The use of close-ups within this music video helps to show the contrasted facial expressions of Lana Del Rey which consists of both a sad/straight depressed emotion and a smile which conveys a happy more upbeat emotion. This represents the artist as having different emotions about her personal experiences which can be relateable to the audience and their feelings.
The target audience of this music video are the existing fans of Lana Del Rey and also those who listen to the Indie genre. The target audience consists mostly of indie or sadcore lovers aged between 18-28 of the female sex as most females can relate to the video because there is love, abusive and argumentative elements involved within the video.
The audience will see the music video in a narrative and cognitive light , this is because the music video tells a story which interests the audience but also informs the audience of the realisation of relationships especially those in young relationships.
The mise-en-scene used within this music video through the use of clothing and costume which is contrasted throughout. In some parts of the music video Lana is seen to be wearing a dress of class and royalty as well as dressed in a hollywood theme in other parts and in another scene Lana is introduced very differently as she wears casual clothing (a leather jacket,converse,denim shorts and a crop top) which can appeal to a variation of different audiences by appealing to them with separate appearances through the mise-en-scene of her clothing. The mise-en-scene of setting and scenery also seems to contrast as some scenes are shot on what seems to be a dessert or woods at night which gives a romantic element whilst also showing the scenery of Lana in a French Palace to give out the feel of power and importance and also gives the impression that Lana is having flashbacks about moments with her lover through the change in setting.
The camera shots used within this music video includes a mid-shot where Lana is laying in a silk night dress on a bed by herself, some form of a fade occurs and Lana is still in the same position but now her "lover" is beside her whilst watching her and stroking her face which suggests there is an obsession and that he controls her. A long shot is also used within the music video showing the full scenery of a French Palace, the audience are shown Lana sitting on a throne elegantly whilst dressed to look as royalty, two real tigers are at either side of her, this camera shot suggests power and authority, especially because the tigers are so relaxed sitting beside her which seems as if they are to protect her and therefore she must have some form of control over them.
Within the 'West Coast' music video Dyer's star theory is used through hegemony as the audience can relate to the star through the relationship and love being shown within the music video which is a feature that they the share or admire with her. Some of Lana Del Rey's fans may attempt to replicate the star in their behaviour and what they do. This could have a negative impact as some of the scenes within this music video contains 'rebellious' behaviour such as smoking and drinking. Lana Del Rey represents shared cultural values and attitudes, and promote the idea of love within this music video in which the audience can take interest in or relate to which enhances Lana's star quality and gains her more fans. Lana Del Rey could also impact her fans through the fashion trend within this music video which can lead to masses of fans copying her hairstyle and clothing.
Goodwin's theory within this music video is shown through the technical aspect of his theory as effects are used throughout the music video - B&W effect. The lighting and B&W colour helps to set the mood for the music video and creates an emphasis on significant parts of the song to create a dramatic and old-style effect and also to give the audience a different feel of the music video in a unique way. Another aspect of Goodwin's theory that is put forward in this music video is the narrative of the song. Andrew Goodwin believed that it was important for an artist to be involved in the music video by performing or acting out a role as the main character or singer which is evident of Lana Del Rey doing so in this music video - playing the female main role in the love story being narrated.
The lyrics within this music video shows the recurring theme in the majority of Del Rey's lyrics- That she is represented as a naive girl falling in love with a bad guy. The audience are shown that Del Rey is naive and weak, as despite all the things this man has done to her she continues to love him. Clearly these lyrics are engineered to appeal to a very wide target audience, as they are reasonably vague and address very general problems, something that many mainstream artists also target.
The mise-en-scene used within this music video consists of the iconography of a cigarette held by the artist herself which is used as a sign of rebellion and also follows the generic conventions of the indie genre. Furthermore, the clothing of the artist is casual throughout which converts Lana Del Rey's usual old style/hollywood outfits. The use of casual clothing helps to make the music video more realistic and therefore more relateable to the audience.
The main camera shots used include a two-shot of Lana Del Rey and her 'lover' to give the audience a visual aspect of the relationship-in which the lyrics are about - between her and her 'lover' which therefore connects the audience to the narrative of the story as they may admire or even share the experience being shown within the music video. Many establishing shots are used to give the audience a feel of the surroundings within the music video which gives them more of an understanding of the story being told. There are also many close-ups of the artist within the music video to build a relationship between the audience and the artist and to show Lanas facial expression to connect her feelings with the audience making the lyrics more understandable to them.
The mise-en-scene used within this music video consists of the iconography of a cigarette held by the artist herself which is used as a sign of rebellion and also follows the generic conventions of the indie genre. Furthermore, the clothing of the artist is casual throughout which converts Lana Del Rey's usual old style/hollywood outfits. The use of casual clothing helps to make the music video more realistic and therefore more relateable to the audience.
The main camera shots used include a two-shot of Lana Del Rey and her 'lover' to give the audience a visual aspect of the relationship-in which the lyrics are about - between her and her 'lover' which therefore connects the audience to the narrative of the story as they may admire or even share the experience being shown within the music video. Many establishing shots are used to give the audience a feel of the surroundings within the music video which gives them more of an understanding of the story being told. There are also many close-ups of the artist within the music video to build a relationship between the audience and the artist and to show Lanas facial expression to connect her feelings with the audience making the lyrics more understandable to them.
This post demonstrates a proficient understanding of your chosen music genre. You have made a start in analysing two music videos and have focused on the micro elements, but further discussion of the mise-en-scene and indie codes and conventions is needed, which will enable your analysis to be more detailed.
ReplyDeleteAim to include still images to support the points that you have made and also aim to write a summary to explain how your analysis will assist you with planning and crating your own production.