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“I wanted to make sure she got the support she needed to realize the goals she set for this album.”
——John Janick

ARTPOP, THE MASTER PLAN

The Second of Two Stories About the Launch
of Lady Gaga’s Latest Event Album

As we noted in this morning’s lead story, Interscope President/COO John Janick has had Lady Gaga’s ear since they formed a working relationship during the making of the album.

"Gaga and I became increasingly close throughout the recording of ARTPOP," Janick tells us. "I saw my job as being the facilitator in getting the album made the way Gaga wanted it to sound and feel, and of course making sure the company delivered for her. It goes without saying that she has an incredible artistic vision and sensibility. I wanted to make sure she got the support she needed to realize the goals she set for this album."

A potentially big album like ARTPOP requires a creative marketing plan in order to max out its potential, and Interscope’s brain trust pulled out all the stops in a setup that began three months in advance of today’s release.

When asked what was interesting or challenging [what was different or unique] about [the key ingredients of] the Gaga marketing plan, replies:

"With Gaga, and in particular with this album, you always want the art to speak," Interscope Vice Chairman/Head of Marketing Steve Berman. "Our goal is to be able to give as many credible layers of exposure as possible to back up the music, to gain as much visibility as we possibly can. That’s the gist.

"We launched ‘Applause’ with a really inventive Kia sync during the VMAs. ‘Do What U Want," the new single, is featured in a Beats-Best Buy campaign. We have a big Just Dance videogame campaign, and the online launch with VEVO last night. So we’re making the most of the opportunities that present themselves. And it’s not just about any opportunity; it’s about great opportunities to get exposure, but most importantly, to make sure that Gaga’s art gets as much exposure as possible."

The setup for ARTPOP culminated with a series of closely timed events on the final weekend. The album began streaming on iTunes Radio Tuesday (11/5), leading up to a major media event on Sunday: a live stream of Gaga’s ARTRAVE concert and album release party on VEVO, viewable on VEVO.com and VEVO’s apps for iOS, Xbox and Apple TV. Several rebroadcasts will follow on VEVO throughout the week. Clear Channel will air the Lady Gaga iHeartRadio Album Release Party, a 30-minute radio special hosted by Ryan Seacrest, tonight at 9pm ET/6pm PT, and The CW will telecast a one-hour special on the iHeart event tomorrow at 8pm.

That ballyhooed ARTPOP app for the iPhone and Android devices became available for download in sync with the album release. It has various bells and whistles for all 15 tracks as well as social-media and remix elements. (Look for more on that subject in Rumor Mill.)

And there’s surely more to come. Expect to see a lot of Gaga between now and Turkey Day.

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