I don't see how Lana Del Rey is contrived at all. Nearly everyone in the music industry has had to change things up to get signed and sometimes that's for the best.
Lana said that when she sang like a "normal" popstar no one cared, she went away and found her niche, she lowered her voice and changed her look (what 20 something doesn't have a new look every few years) which appropriately suited her new vocal style.
What you'll find is that she probably faced the same problem that Brandon Flowers found with The Killers when they were trying to be signed. Brandon said that The Killers naively went round labels as an unpolished rough group with only a vague idea of what they wanted to be assuming that the labels would help them find their sound and image. After they were turned away from all the labels he realised that what labels wanted were bands that were fully formed and ready, so they went off and found their sound, fashioned their image and went back and were signed, most of the material from Hot Fuss were songs they wrote to get signed. This is what happened to Lana Del Rey, she found no one in the industry was interested so she went off and improved herself.
Marina and the Diamonds put it perfectly, she was on Radio 1 and was asked what advice would she give to someone struggling to get signed, she said if you're struggling to get signed than you're probably not that good and you need to go away find what works for you, improve your songwriting, singing, performing style etc and then go back and try again. She said she struggled for years to get signed because she simply wasn't that good, she then found her niche (deep voice coupled with operatic highs - not that dissimilar to Lana) and she got signed.