Lana Del Rey's music video for "Born to Die" portrays her as an indie/alternative artist through its narrative style and emphasis on her image using close-ups. It aims to represent her to the record label's demands through establishing her identity. While it contains some voyeuristic elements like the sleeping couple, it avoids objectifying women. The relationship between the lyrics and visuals is mostly amplifying rather than directly illustrating the words.

1. Larna Del Ray –”Born To
Die”
Indie/Alternative
By Carmelita Wallace
6770

2. Background information
Artist: Larna Del Ray
Name of song: Born to Die
Album name: Born to Die
Release date of Album: 27th of January 2012 on I
tunes and 31st of January 2012 by Polydor Records and
Interscope Records
Release date of Song: 30th December 2011
Location of Video: Paris; in a French Cathedral
Director: WoodKid

3. Genre characteristics
Ray is an American Indie/Alternative artist and
the music video “born to die” portrays this by
using the genre characteristics associated with
Indie/Alternative music videos. Typical
conventions of individual/solo indie artists
include concept based music videos with a
performance or narrative element to it,
continuous close-ups throughout and establish
the artist’s image. Within this music video
Larna Del Ray carries out these entire generic
genre characteristics. In addition to this Lana
Del Rey also includes the anti-mainstream
elements in her video. Her specific brand
involves a “trash type culture” which my
involve drugs, sex and alcohol other artist that
have lyrics similar to this include Florence and
the machine and daughter however unlike Lana
Del Ray these are not seen in the visuals

4. Demands of the Record Label
Another word for demands of the record label is the representation of the artist. Goodwin's theory states that in order
to meet the demands of the record label close up shots need to be used to display the artist. Within the music video
there are many close up and tightly framed shots. As there is only one predominant singer throughout the song. By
incorporating these close ups the record label are able to successfully sell Lana Del Ray as an artist. As Lana Del Rey is
considered a indie/alternative musician the constant use of close ups and medium shots allows the target audience to
identify with the artist and her Indie look/image. The tracking shot at the beginning of the music video creates
suspense for the audience as it is just of the location, however the misenscence is so spectacular and usual that it
makes the audience want to carry on watching the music video as it highlights the DIY mentality that Indie music is
founded on which can help the record label sell the artist.

5. Intertextual References
The music video “Born to die” contradicts Goodwins theory as it does not include any intertextual references. By not
including any references to film ect. they are making potential target audience focus on the onscreen visuals. This can
help engage the target audience and sustain there interest as Indie music strives on the principle of being about the
music rather than the gimmicks' that other artists may carry out.
In addition to this by not including intertextual references it depicts that they Larna del Ray is a unique artist and anti-
mainstream as she does not follow the codes and conventions compared to other mainstream artists. Larna Del Ray’s
unique selling point is the fact that she has a vivid trash like culture which creates suspense in her music video thus
attracting her target audience.

6. Notion of looking & Voyeurism
Lana Del Ray music video “Born to Die” contains frequent
references to the notion of looking and voyeurism. Notion
of looking is based on the objectification of women
whereas voyeurism is the direct gaze, other people looking
at the artist, insight into the artists life, screens and
mirrors. The moments in the music video when this occurs
is when the couple are looking at each other as they are
the only other people in the music video apart from the Examples of
artist herself. This could have been filmed this way as it Notion of
could be a representation/insight into the artists life. On
the other hand tit could signify throughout the music video looking
the audience are constantly watching Larna Del Ray which
could be seen as a notion of looking.
However although the music video contains voyeuristic
elements as the couple is seen sleeping which is a
somewhat private activity it is not done in a vulgar way, so
it is less likely to offend a female audience member. Also
as Larna Del Ray is a female artist herself she would have
to consider how she portrays females in her video.
Moreover as Larna Del Rays image is based on “trash
culture” to an extent you expect the female to wear
revealing clothes and act in a certain manner in her
videos.
Voyeurism

7. Relationship between Lyrics & The Visuals
According to Goodwins theory there is a
relationship between the lyrics and the visuals
within a music video which is either
contradicting, illustrating or amplifying. In the
music video for “Born to Die” there is very little
relationship between the lyrics and visuals. The
visuals amplify the lyrics throughout the music
video although the visuals are not literally
illustrative they still relate to the lyrics. An
example, of an illustrative part within the music
video is when she says “I can see but once I
was blind "she covers her right hand over her
right eye to illustrate this. Therefore, there are
moments within the music video that the visuals
illustrate the lyrics

8. Relationship Between The Visuals & The Lyrics
The relationship between the music and visuals in this music
video are illustrative. The cutting rhythm is relatively slow as
is the beat of the song so the music and visuals, therefore,
compliment each other.
However as there is not a part were the tempo speeds up so
the editing does not get faster with the beat, but there is a
pattern with the length as shots as no shot lasts for 7-8
seconds and when it does last this long it when Larna Del Ray
plays up to the camera. This allows audience to focus on the
storyline of the music in this case the relationship between
the man and woman .