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Brands & Merch Business News
O2 announces ARTPOP alliance with Gaga
By Chris Cooke | Published on Monday 28 October 2013
Lady Gaga has teamed up with useless phone network O2 to give impatient British Little Monsters the opportunity to hear the pop lady’s new album a whole six days before it’s released – news, I’m sure you’ll all agree, that is so exciting fireworks will likely erupt across the nation as the exclusive preview occurs.
The ‘ARTPOP’ preview will be available on 5 Nov via the previously reported O2 Tracks streaming service, which offers users a limited catalogue of pop content in return for a lower-than-standard subscription rate. O2 Tracks, of course, is available to mobile-users on all networks, though I think only O2 4G customers will also get access to an exclusive eight minute video offering some very special Gaga shit.
Confirming the Gaga exclusive promotion, which will also include an ad campaign featuring the pop star, O2’s Head Of Brand Shadi Halliwell told CMU: “At O2 we’ve got a longstanding history of offering customers exclusive benefits and experiences, and we’re proud to extend our priority strategy to offer O2 Tracks customers the opportunity to be amongst the first people to experience the most highly anticipated album of 2013. We’re also going a step further by giving all O2 4G customers exclusive access to exciting new video content – enough to make any Lady Gaga fans heart sing”.
Meanwhile Chris Elrin from Gaga’s label Polydor added: “This is what brand and music partnerships are all about. Artist, record company and brand working collaboratively and most importantly creatively together. O2 were great at working together with us and Lady Gaga to deliver a fantastic campaign giving fans the opportunity to access the album ahead of release”.
And as for the Lady herself, well she put on her best frock and declared: “I’m so happy that O2 Tracks is bringing ‘ARTPOP’ to everyone in the UK a week early. I hope that all of the UK Monsters love it as much as I do!”
