Lana Del Rey has released a new single and video, marking her first new material since her 2015 album Honeymoon. After initially being teased with a series of posters around LA, Love was released on digital platforms on February 18 and is taken from her upcoming, as-yet-untitled fifth studio album.
The song, which was produced with Rick Nowels, Benny Blanco and Emile Haynie, has already amassed 1,742,025 views on YouTube. Del Rey has also released a video for the song - directed by Rich Lee - and has also hinted at more activity to come this week, tweeting “See you tomorrow live on Insta at 8 AM West Coast time…”.
While a release date for Del Rey’s next album is yet to be confirmed, Ed Millett and Ben Mawson, directors at Tap Management, spoke to Music Week about what we can expect from the campaign and the album itself.
What can you tell us about Lana Del Rey’s next album?
Ed: “The new Lana record is brilliant but I won’t say too much about it here. The only thing I would say is that it's something really fresh from her, a departure from the previous record, with some exciting collaborations on it. I think it will continue to solidify her reputation as one of the greatest songwriters of her generation.”
Will there be a different approach for Lana’s campaign this time?
Ed: “Lana has always done well on streaming. I think in 2015 she was the most streamed female artist in the US.. She is well over 2 billion streams now worldwide which is quite an achievement and in that sense we have always made sure we have embraced streaming and the opportunity it presents. Her audience is primarily very young and tech savvy and streaming and vinyl are where she indexes higher than a lot of artists so we will continue to support those formats in particular.”
Ben: “I’m not sure I would go so far as to say it [will take a] different approach, but what is exciting is that these services, which were previously quite passive as campaigns rolled out, are now properly engaged partners, helping devise strategies or fund content for example. They’re in some ways slightly encroaching on the label’s usual domain, but in a positive fashion. For example, Youtube have been incredibly supportive of Dua [Lipa, Tap Management artist] this year, with content funding and marketing support.”
Ed: “I think if you look at how different artists campaigns are launching, be it The Weeknd or Ed Sheeran most recently, there’s quite a lot of variety and a whole raft of new opportunities to get music heard by your fans, beyond the traditional promo opps. This definitely suits Lana!”
According to Official Charts Company data, Lana Del Rey's last album, Honeymoon, has sold 98,108 copies to date.
You can watch the video for Love below.