“I was starting to think about our Tumblr generation, and how photos appear on Tumblr and people bec

“I was starting to think about our Tumblr generation, and how photos appear on Tumblr and people become almost like mini-stars of the internet, and you don’t know who the hell they are – they’re just anonymous faces.” So I started to take photos, and make an effort to look completely different in each one, in different hotels and apartments all across America when I was travelling. And it just started to build from that. It was more the prima donna archetype at the beginning, really; I was reading a lot of books like Hollywood Babylon, focusing more on the gossipy, suicidal side of the ’30s and ’40s in Hollywood. That’s how it started, and then it grew into a real project. I just wanted to make a gimmick out of love. We’re so familiar with the idea of love in pop songs, but I didn’t want it to fall into that kind of clichéd category. So I thought I’d create Electra Heart.” -- source link
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