ARTPOP, Lady Gaga’s third studio album is set to be released on November 11, 2013. Are you as excited as we are?? Since her Born This Way album two years ago, she has been keeping a low profile. Not a lot has been said about her upcoming release, but there’s enough to get us Little Monsters on our toes anyway.
Perhaps the most anticipated part of the release is the mobile app that will accompany the album. Described as a ‘musical and visual engineering system that combines art, fashion and technology’, it will be an iPad, iPhone, and computer compatible application that includes exclusive updates, extra content, chats, games etc.
From a PR standpoint, an album app is a genius marketing strategy that is sure to reach the appropriate audience and generate buzz. It takes advantage of our generation’s addiction to social media and connectivity. The ARTPOP app promises greater interactivity between fans and Lady Gaga herself and people are drawn to that. We crave connection to our favourite artists and the sense of intimacy that comes with it.
The idea of an album app is nothing new. Icelandic songwriter-artist, Björk, was first to release her latest album, Biophilia, through a series of Apple apps. It was a collection of applications on the iPad that represented different songs on her album. More recently, Jay Z partnered with Samsung this summer for an early digital release of his Magna Carta… Holy Grail album. Fans were able to download the album before the official release date through the app but because of a server breakdown due to an overload of hits, the app never took off.
Though not entirely unique, ARTPOP will be the first of its kind to create such an immersive experience for fans. We are excited to see where this will lead to and how it will change the music scene in the near future. We can’t wait!