The VPM Blog

ARTPOP and Transmedia Madness

Posted by admin on Sep 18, 2012 3:32:29 AM

You know fall is near when the heat and humidity start to fade (still waiting on that), Auburn football seasons starts up again and big album releases start piling up quicker than leaves.

There are new albums from bands like Ben Folds Five (there are still only three of them), Dave Matthews Band (I thought their album-making days were confined to the mix CDs of my middle school years) and Carly Rae Jepsen (the saga continues with an album named Kiss, so I guess he ended up calling after all).

But, the album that promises listeners the most multifaceted experience is Lady Gaga's ARTPOP.

Lady Gaga has a rich legacy of rejecting expectations.

While most women sport evening gowns made out of silk or chiffon, hers was made out of meat. It comes as no surprise that she's decided to branch out from her sartorial concerns and redefine the way we listen to music. A drab collection of .mp3s just wouldn't do. Her upcoming project, ARTPOP, will be released as an app for iPads, computers, and mobile devices.

The app will be completely interactive, combining audio with chats, films for each song, bonus content, Gaga games, fashion updates (I'm picturing instagrammed photos of the local butcher shop), and more. To make it even more appealing to fans, Lady Gaga will be continuously updating the app in the same way she would update a Twitter account.

ART POP, Lady Gaga, Lady Gaga mobile
(c) Lady Gaga

The vision for ARTPOP shows us that Lady Gaga has more going on behind that poker face than you might have thought. She has tuned in to her fan base of "little monsters" in a way that businesses should be rushing to copy.

She writes to fans, "You inspired me to create something that communicated with images, because YOU do, YOU communicate with me and each other with .gifs and pictures, and artwork, graphics ALL DAY 24/7. YOU'RE an ARTPOP generation." (With fingernails like that, you can't blame her for getting stuck on caps-lock every now and then.)

She’s aware of the way her fans communicate. She knows that mobile technology and social media are as natural to them as breathing so she took the traditional record format and tailored it to her fans. ARTPOP communicates to millennials in a language they’re fluent in, making the product more accessible and more desirable to the consumer.

Don’t just think that this innovative album is some magic formula dreamed up by the same publicity agents that brought you Lady Gaga in an egg on the red carpet. The power of social media and mobile technology is right at your fingertips. So take a digital marketing cue from Lady Gaga... but maybe leave the meat dress at home.

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Author: is our Fall Editor & Word-Smith here at Verge Pipe Media. Verge Pipe Media assists public institutions, enterprises and the non-profit sector with Imaginative Inbound Marketing strategies + campaigns. We also have a development team chock full of Marvelous Mobile Migrators, poised to help transition our clients into a mobile + social world with custom software, iOS and Android mobile apps.

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