This isn’t an official music video for Lana Del Rey’s brand new song, and if it is then the music industry is in much worse state than imagined.
While a still image of Rey on a tire swing may do the job in the short run, a song as sumptuous as this one deserves the expensive treatment. Ride reminds us why some music lovers got excited about Rey in the first place, capturing the dreamy splendour of her initial singles Video Games and Blue Jeans.
It’s obvious that Rey's fast tracked EP, Paradise Edition, is nothing more than a quick cash grab to take advantage of the singer’s current popularity, not to mention an opportunity to benefit from the profitable approach of a coming Christmas, but this is simply too good a song to be cynical about. If the record company has any sense then they will supersede this austere clip with a proper music video that incorporates spectacular moving images of an all singing and sulking Lana Del Rey.