Del Rey posted the official album trailer on March 29, a black-and-white visual that finds the songstress inside the Hollywood sign, “cooking something up for the kids” and telling the story of how she spends her days in the most Lana-esque fashion:
“So each morning, I have the luxury of asking myself, 'What shall I cook up for the kids today? Something with a little spice? Something with a little bitterness but is ultimately sweet? Or shall I take the day off and turn down the fire, and just take a moment to send my love to them over the ether?' Because sometimes, just being pure of heart and having good intentions and letting them be known is the most worthy contribution an artist can make.”
It was a Saturday (Feb. 18) just like any other when Del Rey unleashed "Love" to the masses. She teased the Rick Nowels-produced single with posters around Los Angeles featuring the cover art, which caused a frenzy among fans on social media. She appeared on "Stargirl Interlude" off The Weeknd's Starboy album in 2016, but fans hadn't gotten a taste of a solo track since 2015's Honeymoon. A few days later, she followed it up with an outer-space themed visual that perfectly matches the dreamy tone of the track. She also performed "Love" live for the first time at this year's SXSW.
While nothing is confirmed, Del Rey’s recent XO tweet and an ASCAP listing crediting The Weeknd tells us that there's more than likely another sultry collab with Abel coming. She also briefly spoke to Jo Wiley on BBC Radio 2 on Feb. 24 with The Last Shadow Puppets' Miles Kane while in a recording space. Kane teased that the two have “gone collab crazy today.”
Throughout the album rollout, the singer also confirmed that Sean Lennon, Stevie Nicks, A$AP Rocky, and Playboi Carti appear on the album. A$AP Rocky, a frequent collaborator of Lana's, actually includes two features -- "Groupie Love" and "Summer Bummer," which also features a verse from Playboi Carti -- and his hip-hop influenced collaborations dropped on July 12.
In the same interview with Wiley, Del Rey revealed that she’s been writing for the last 15 months and, “started out thinking that the whole record was going to have sort of a ’50s, ’60s feeling, with some kind of Shangri-Las, early Joan Baez influences.”
She continued on to explain how the political landscape is impacting her art, saying, “As the climate kept on getting more heated politically, I found, like, lyrically everything was just directed towards that, so because of that, the sound just got really updated, and I felt like it was more wanting to, like, talk to the younger side of the audience I have. I guess it’s just a little more socially aware.”
The magic-themed album trailer makes sense considering that she posted a tweet on Feb. 23 indicating that she is participating in witchcraft against Donald Trump. She also offers comfort in the trailer, saying "Even though these times can feel a little bit crazy, they’re not so very different from what other generations have experienced at one time or another before."