Flying under the radar in the U.S., Brooklyn singer-songwriter Lana Del Rey is posed to finally break out with her forthcoming debut album Born To Die, due out Jan. 23.
The sultry songstress released a portion of the upcoming video for her new single (and the album's title track) on Friday. Known for her image-heavy videos, this latest effort looks to be more restrained - though it serves to further the singer's retro siren image.
Choose your last words / this is your last time / cause you and I / we were born to die, Del Rey sings on the new track.
Before reinventing herself as Lana Del Rey, the singer released an EP under her real name, Lizzy Grant, in 2009.
After a steady Internet rise to fame, Del Rey inked a deal with Interscope earlier this year.
Her first self-titled LP as Lana Del Rey was released on iTunes in January 2010, but later deleted.
I would like people focused on my new music for now, Del Rey told Pitchfork in August.
There's not a real me and another me. Same person, just a different name, she added.
Long a topic of discussion -- both for her pouty lips and alluring music -- Del Rey's an enigma in the indie music world. Dubbed the gangster Nancy Sinatra, her first concerts this October sold out within minutes.
Her managers are not shy about the role they played in creating the singer's new, highly-stylized fifties pinup persona.
You might recognize Lana Del Rey already... perhaps from an old movie somewhere, but look closer and you might not, reads an official press release. Lana Del Rey is a young singer weaving cinematic dark pop for the 21st Century - music wrapped in smoky, sultry and glamorous overtones.
No matter where in the world Lana is, her love of film noir, Italian landscapes, big churches, roller coasters and the memory of faded stars like Bette Davis, Kurt Cobain, Nina Simone and Elvis are the chorus line for her music, and her love of New York is her heartbeat.
Del Rey is meant to be an old-school Hollywood babe for a splice-happy YouTube audience. Something both new and old. Something altogether timeless.
The 24-year-old is a master of using nostalgia and classic Americana tropes to her gain. Her music would not be out of place in a seedy backcountry motel, nor would it ring false in a Corvette racing down Hollywood Boulevard.
Video Games and its B-side Blue Jeans were released digitally in October. Video Games is currently at No. 30 on the UK singles chart and was featured on numerous TV shows like Gossip Girl, and Britain's Made In Chelsea and The Only Way Is Essex.
In the official video for the song, reportedly edited by Del Rey herself, each word lingers on the songstress' puffy lips.
Del Rey was recently shortlisted for MTV's Brand New for 2012 list, an advantageous honor granted to artists like Adele, Lady Gaga, and Florence + The Machine.
As the is she real or is she fake buzz swirls around, one thing's for sure: people are interested. Her (not quite) debut album is primed to be one of the most talked about releases of the New Year.
Watch the teaser clip for Born To Die and the official Video Games below: