There's more than Charlie Sheen and fixing the Oscars on everyone's minds
Is Lady Gagaâ€™s advance campaign for â€œBorn This Wayâ€ the biggest set-up ever for a superstar release?
We can’t say it’s the most expensive, especially because the days of flying radio programmers to resorts and other lavish, cloaked “pay-to-play” plans are no longer allowed by law, but it is definitely the longest. Lady Gaga began performing “You and I,” a track from “Born This Way,” in June 2010 and talking up the new album. That’s a full 11 months before “Born This Way’s” May 23 release. And the chatter has been nearly constant between Lady Gaga’s tweets teasing her Little Monsters about wanting to reveal more and then squeezing out teeny weeny bits of minutiae that are pounced on by starving bloggers and the press like a 24-ounce steak. There are carefully choreographed performances, such as at the Grammy Awards, sniping, magazine covers, and more. We’ve got three more months go to. Expect full-scale pandemonium when the album cover is released. What does it mean? We’re figuring first week worldwide sales of at least 2 million.
- Melinda Newman