Before Born to Die became known around the world, Lana Del Rey was editing together images herself for Video Games.
The video consisted of old film footage, webcam images and nostalgic scenes. She put it online without the huge campaign that would later surround her name. The reaction was immediate.
From internet video to a complete world
Video Games immediately set the blueprint for what Born to Die would become: Hollywood romance, decay, strings, hip-hop beats and a voice that can sound almost indifferent while the lyrics are anything but detached.
For the album, Del Rey worked with several producers, including Emile Haynie, and songwriter Rick Nowels. Together they built not just songs, but a recognisable aesthetic connecting music, photography and video.
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