Lana Del Rey and the Pretty Hype Machine

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Lana Del Rey. The Internet birthed her and the real world embraced her.

Lana Del Rey is a textbook play-by-play lesson in personal branding. Before the lips and YouTube views she was an awkward singer/songwriter named Lizzy Grant. A girl with a great voice and some song writing skills… but it didn’t work out too well for her. Lizzy Grant was a flop. Her musical comeback was more successful, but not as Lizzy but rather Lana Del Rey.

She’s been described as a self-styled Nancy Sinatra, something she has worked hard to pull off. She’s cool, she’s iconic and she’s very now. Everyone wants a piece of the Del Rey fame from photographers like Terry Richardson and Mario Testino (see featured images), to our own musical master Spoek Mathambo who recently remixed Born to Die.

But…

Persona only gets you so far.  If you watch interviews with Lana she comes across as shy and unassuming, the antithesis of her persona. A killer persona is definitely key to musical success (ask everyone from Kiss to Gaga) but as a professional musician the money flows from live performances and Miss Del Rey hasn’t exactly had the best track record with that area of her career.

Can the girl live up to the persona? Can the girl live up to her own talent? Time will tell. Maybe she’s already building new elements to the Del Rey empire. Check out the latest Nespresso Ad, featuring her song Blue Jeans.

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