A2 Media Studies

1. Lana Del Rey – Born to Die

2. The third video I have chosen to analyse is ‘Born to
Die’ by Lana Del Rey. I will be using Andrew
Goodwin’s theory and his several key aspects to a
music video. The music video was directed by
Yoann Lemoine. The video conveys Lana Del Rey in
an unhealthy relationship with her boyfriend, but as
they go on a car trip which results in death. I chose
to analyse this video as it falls in the indie pop as
well as the alternative and pop genre which is the
genre (indie pop) I hope to work with. Codes and
conventions of the indie pop genre typically include
settings (such as woods etc.), a narrative, mise-en
scene (simple props, costume and make-up) and
close up shots which Lana Del Rey has included
throughout her music video.

3. There are several connections between the lyrics and visuals
throughout the music video. For example, when Lana Del Rey
sings “Let’s go get high.”, the music video portrays a shot of
her smoking cannabis. Later, when she repeats the same lyric,
the viewer can see her sitting in a throne, imitating the
movement of smoking cannabis. This visual aid amplifies the
lyrics the audience can hear as it suggests that Lana Del Rey is
unhappy however, she is trying to cover this through the use
of drugs. Furthermore, it suggests that once Lana Del Rey’s
‘high’ has past, she has to face the truth and accept the
situation.
Another visual aid used to illustrate her lyrics is when she
sings “You like your girls insane.” And twirls her finger in a
circular motion towards her manner. This suggest that her
boyfriend likes women who have lent towards the crazy side.
As she is his girlfriend, this also suggests that Lana Del Rey
herself is insane as well as a little crazy.

4. Additionally, Lana Del Rey often repeats the lyric “We were born
to die.” which is also a key lyric as it reflects the title of the song.
When she repeats the lyric “We were born to die.” she slowly
drags her finger along her throat. This implies that Lana Del Rey
is referring to being beheaded which is a form of death and
represents the title of the song. A while later, Lana Del Rey uses
direct address with the aid of slightly tilting her head down to
subtly refer to the saying ‘If looks could kill’ which, once again,
refers to the atmosphere of death throughout her song/music
video. Finally, the audience can see the camera using a reverse
zoom to portray Lana Del Rey’s death to her audience as she is
covered in blood whilst being held by her boyfriend. This occurs
when she sings ‘We were born to die.”. This specific portrays the
final phase of human life as well as the end of her relationship
as once nothing lasts forever and everything must come to an
end.

5. In terms of the connection between the music and the
visuals, the music video cuts to the backing beat of the
song rather than when Lana Del Rey begins to sing.
Throughout the music video, the target audience do not
see instrumental elements being incorporated within the
song.
Overall, the pace of the music video is fairly slow as the
song itself is reasonably slow therefore, both the music
and visuals compliment each other. The music video opens
with the use of a slow zoom of Lana Del Rey and her
boyfriend with the intention of introducing the music to
the audience. Moreover, both the music and visuals
progress at a slow pace throughout the music video such
as when Lana Del Rey sits on her throne and sings to the
camera. Finally, the pace of the visuals slightly reduces
when Lana Del Rey is walking through a large corridor in
her night gown.

6. In order for the record label to sell Lana Del Rey’s music,
they have allocated the majority of screen time to her.
They have also used a variety of long shots and medium
close-up shots with the intention of promoting Lana Del
Rey (as she is the main focus) as well as her music.
Throughout Lana Del Rey’s music video, she is mostly
portrayed through the use of medium close-up shots.
Evidence of this include when she is sitting of her throne
and singing the lyrics.
Although Lana Del Rey is wearing a bold, red lipstick
throughout this music video, her other music videos such
as ‘Video Games’ and ‘Shades of Cool’ portray her image
differently. In these two videos, Lana Del Rey wears no
make-up to natural looking make-up with the intention of
portraying her youth. However, within her ‘Born to Die’
music video, she is wearing black eyeliner which is aided
by a classic red lip to portray her as confident and
empowering.

7. Although there is no explicit content throughout the
music video, the audience can see Lana Del Rey
wearing a revealing night gown on several occasions.
This suggests that the artist is subtly on sexual display.
The use of her personal nightwear will stereotypically
appeal to a large male audience and will attract a
greater range of male viewers towards her music. This
idea is supported by Laura Mulvey’s theory of the
male gaze. However, the audience can see a shirtless
Lana Del Rey pressed against the male actor at the
very beginning and end of her music video. Compared
to the shots of Lana Del Rey in her night gown, this
sexual display is less subtle and will, once again,
attract a wider male audience.

8. There are no intertextual
references throughout
her music video ‘Born to
Die’.

9. Lana Del Rey’s contains a mixture of a performance, a narrative
and a concept. The music video is performance-based when Lana
Del Rey sits on her throne, wears a flower crown and sings the
lyrics. This is incorporated throughout her music video with the
intention of drawing her audience’s attention.
The music video is narrative based when the audience can see her
unhealthy relationship with her boyfriend and the car journey that
results in Lana Del Rey’s death. The narrative is spread out across
the music video with the intention of engaging the audience and
encouraging them to continue watching the music video.
The concept aspect of her music video is portrayed through the
use of juxtaposition. During her performance, Lana Del Rey is
displayed as an upper-class female however, during the narrative
element of the music video, she is portrayed as a working-class
female. Although there is a significant different between the two
roles she plays, the message of her song is that we were born to
die. This conveys that no matter which class you are born into,
what possessions you own or how attractive you are, were all go
through the process of death which no one can escape.