Love her or hate her, there’s no denying that Lana Del Rey’s second billboard allegedly hung up around Los Angeles was a brilliant marketing tactic. No artist name, not even an album name or date of release is mentioned – just the signature lyric of her latest single “West Coast” [just released today; listen below] off the equally anticipated album Ultraviolence. The full lyric, as it continues:

Down on the West Coast, they got a sayin’

If you aren’t drinkin’, you aren’t playin’

It’s actually a pretty solid line, presented in all caps like the text version of a Michael Bay movie, yet with a sense of mystique provided by its incompletion. However, LDR’s smoking variation of a sorority duck, dumb-bitch face combo is a sad reminder that the track will be sung through six inches of pouting lips. Her fuckable “sexy baby” shtick described best in Louis CK and 30 Rock bits is, unfortunately, completely inseparable from her actual sound, and the billboard is a fat reminder of that fact. Just one of many issues with her co-opting a reference to A Clockwork Orange, a likely very unrelated work that exponentially outweighs anything she’s going to sing on this album.

Still, there’s no denying that the tactic catches the eye of not only fans, but haters and the oblivious as well. We’re used to being told: Buy this product (album) on this day (release date) from this artist, but we’re not used to being led by a dangled, lyrical carrot. It’s near impossible to not want to Google it.

That said, what are some albums you’d like to see advertised with this method? Let us know in the comments, as well as deposit hate mail if you’re a major LDR fan.