After the dramatic (and likely staged) social media (namely Twitter) outage last week, it was only a matter of days before the official ARTPOP announcement was set to land. Firstly, kudos to journalists and social commentators that are actually capitalising the word, nothing would piss me off more than to have my brand “spelt” wrong everywhere. Secondly, congratulations to Gaga’s team to detaching her from the announcement and keeping it in the third person. Her proximity to fans is probably what has lead to a lot of them being such trolls, like I said before, she needs to let the music speak for itself and although the promo for this is digitally lead (not dissimilar to Bjork’s Boiphilia album), it will hopefully allow her to communicate through art rather than press.
Without further ado, here’s the official announcement, dates and first promotional image by Inez & Vinoodh. Simple, clean and how we all wanted this era to be. In translation, the first single lands in FIVE weeks.
Built by TechHAUS, the technological branch of HAUS OF GAGA, the app itself is a musical and visual engineering system that combines music, art, fashion, and technology with a new interactive worldwide community — “the auras”. Altering the human experience with social media, we bring ARTculture into POP in a reverse Warholian expedition.
Exploring Gaga’s existence as a cultural interface, the user will share in the ‘adrenaline of fame’ as they build and share their own projects, chat with one another, and watch in real-time on a virtual globe as ARTPOP explodes onto the physical and virtual universe at once on November 11, our “BIG BANG!” On this day HAUS OF GAGA venges with forte to bring the music industry into a new age; an age where art drives pop, and the artist once again is in control of the ‘icon.’
In turn, the album ARTPOP musically mirrors Gaga’s creative process as she passes through the mediums of each artist she collaborates with, scoring a blueprint of her journey. The result, a “rage” of electronic passion and fury, defining each artistic process from beginning to end, ARTPOP could mean anything. But for her, this is a celebration of obsession. And on November 10, she will host an evening of artRave exhibiting Haus of Gaga’s projects as well as collaborations with Inez & Vinoodh, Robert Wilson, Marina Abramovic, Jeff Koons.
