CONSTRUCTION OF REALITY:
OKAY. SO. Lana Del Rey's Born to Die music video is not your everyday stereotypical teenage girl video. If fact, it is far from it. The reality constructed in it is not an accurate view of the world I know, with Lana putting her full trust in old biker men, living on the edge, to the most radical extent, out in a warm place in the U.S. I think that if it were supposed to be a realistic representation of the world, it would have the old bearded bikers replaced with young media-accepted teenage boys, and the motorcycles replaced with cars, or at least have the actors and Lana wearing helmets. But common teenage reality is not what the video is going for. It seems as though it is creating a thrill-of-a-life type of fantasy.
Lana's producers have moulded her into a mysterious deep free character, that the media just can't get enough of. Watching this music video even just makes the viewer extremely curious about her. Why is she doing what she does? What made her that way? Even her appearance is incredibly unique, very "tumblresque", if you will. Maybe that is why she is becoming so successful. The media is always looking for the new thing, and Lana Del Rey is new. She is different. She is unique and mysterious. Below are some images and a gif from tumblr, all moments from the music video RIDE:
CODES AND CONVENTIONS:
It is a little more difficult to depict stereotypes in this music video than it would be in a 1D vid. But, that is one of the aspects that makes Lana so fascinating. The stereotypes that are were uncovered in the video are
1. The teenage "yolo" type motto
2. "Hipster" fashion represents teen pop culture
3. Happiness comes from rebelling. " I am f*cking crazy but I am free"
1. This teenage motto is represented strongly - Lana goes on a road trip, and "Trusts in the kindness of strangers". In her speech after the song finishes, but the video still going, she expresses her hunger for freedom - to live and not regret. This completely reflects the codes and conventions of teen culture. Just not terribly long ago, Wiz Kalifa came out with the song "Young Wild and Free", which promoted to teens that we should go out, get drunk, smoke week (/get no sleep), live young wild and free. That is essentially the message of this song:
2. In RIDE, Lana is decked out in inspiring hipster summer clothes. Lana Del Rey may well be queen for pulling any sort of article of clothing off, just because she can rock it. When teen girls look at what she wears in the video, they may be inspired to follow her style, subconsciously aspiring to look as hipster as her. Personally, I love her style in the video, and in general, and that is part of what makes Lana so powerfully in her entrance into pop culture - she is a statement herself.
3. True happiness and freedom is obtained by rebelling. In the video, and speaking parts, it gets across that Lana was always an outcast in society - teens can relate to that feeling like nobody understands them. Sometimes all teens want to do is escape. Escape parents, escape school, people, parents... there's a certain thrill to the idea of running away, or escaping to create a life of your own. If Lana can create that in her video (which she does), it is a means for teens to relate, and escape.
CREEDS AND VALUES:
Values in the video: If you're an outcast, seek your own life. That's what Lana does, and it works out for her alright.. Well, that's only if you consider spending nights with 50 year-old biker men and drinking till dawn with them alright.
The lifestyle that Lana leads is definitely a free one. This gif basically sums it up ^
Different groups portrayed: Lana narrates: "I believe in the country America used to be". This highlights America as a place that once was free. Look at Woodstock 1960 - I think it's safe to call Lana Del Rey a modern-day hippie imported from Woodstock, except super famous. She holds up the American flag as she is riding on the back of the motorcycle, letting it ruffle in the wind. This is a mere representation of America, and how it is viewed from the perspective of being a free country.
An interesting thing is in the video that part of the stereotype of bikers is reversed. Instead of being rough and tough and beating up women, they come off as kind strangers, "friends" with the free Lana Del Rey, "welcoming hr warmly" onto their bikes and into their homes. Creepy? Naaa, just a few nice friendly giants showing their loveable side.
COMMERCIAL:
Without the video, the song would still be brilliant, but I feel it would be lacking. Without the video, there would be no narrated beginning and end to put the story behind the song together. The art and talent gathered to create this masterpiece is incredible. The way the scenes are put together, stringing together a powerful story if you are in-tune enough to notice, create a whole other world. The video editing and colour scheme of the video form a dimension of fantasy mixed with reality, deeply artistic if lingered with long enough.
The target audience for RIDE music video is definitely mid to late teenage girls, and maybe guys. For the girls, it is appealing for the vibes, feel of it, fashion, and the beauty figure Lana. For guys (stereotypically), the motor cycles, sketch biker dudes, and the super attractive Lana. For both genders, and more generally the teenage audience, the values of freedom, rebellion, and wild spirit. "Live fast, die young". The video does an incredible job not only fitting to the song, but adding to it. The narration in Lana's speaking voice is precious, and the song would not be the same without it.
Narration before and after song, spoken by Lana Del Rey:
“I
was in the winter of my life, and the men i met along the road were my only summer. at night i fell asleep with visions of myself dancing and laughing and crying with them. three years down the line of being on an endless world tour, and my memories of them were the only things that sustained me, and my only real happy times. i was a singer, not a very popular one. i once had dreams of becoming a beautiful poet, but upon an unfortunate series of events saw those dreams dashed and divided like a million stars in the night sky that i wished on over and over again, sparkling and broken. but i didn’t really mind because i knew that it takes getting everything you ever wanted and then losing it to know what true freedom is.
when the people i used to know found out what i had been doing, how i had been living, they asked me why. but there’s no use in talking to people who have a home. they have no idea what its like to seek safety in other people, for home to be wherever you lay your head.
i was always an unusual girl. my mother told me i had a chameleon soul. no moral compass pointing due north, no fixed personality. just an inner indecisiveness that was as wide and as wavering as the ocean. and if i said i didn’t plan for it to turn out this way i’d be lying, because i was born to be the other woman. i belonged to no one, who belonged to everyone. who had nothing, who wanted everything, with a fire for every experience and an obsession for freedom that terrified me to the point that i couldn’t even talk about it, and pushed me to a nomadic point of madness that both dazzled and dizzied me.
every night i used to pray that i’d find my people. and finally i did, on the open road. we had nothing to lose, nothing to gain, nothing we desired anymore, except to make our lives into a work of art. live fast - die young - be wild - and have fun.
i believe in the country america used to be. i believe in the person i want to become. i believe in the freedom of the open road. and that motto is the same as ever. “i believe in the kindness of strangers, and when i’m at war with myself, i ride, i just ride.” - Tumblr.com http://www.tumblr.com/tagged/lana%20del%20rey%20ride%20lyrics
So, overall I think that this music video has been successful in it's endeavors. I personally love it and genuinely think it is a good music video. It's thought-provoking. The creativity put into it between the camera work, editing, fitting to song, messages portrayed, and lyrics, is all beautiful. The lyrics of the narration as well as the song are geneous. (see above lyrics). Lana Del Rey's producers have most definitely done a phenomenal job in creating this whole media character around Lana. This video supports that sculpted persona of her, and flatters her talent and beauty. Lana Del Rey, she's an interesting character that one, and if I ever have to chance to meet her in person, I will be sure not to pass out from her halo of awesomeness. RIDE has been quite the journey. (get it.. journey.. road trip.... ride..;))(<- that's a joke) A phenomenal music video all together, one to remember in the history book of worthwhile music videos.
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