What is going on with Lady Gaga's promotional campaign this era? Artpop got off to an unplanned start when its lead single Applause leaked early, causing the campaign to start ahead of schedule. But that doesn't really excuse, or explain, what's been going on since then.
Venus was billed as the follow-up to Applause, and it seemed like control could finally be taken of the bolting horse. That was until preview/buzz track Do What U Want was (stupidly) released- spending all of ten seconds at number one on an Itune chart somewhere- prompting Gaga's team to give it second single status instead of the planned Venus.
Now that's fair enough. The reaction to the R. Kelly duet was good, so I can understand why they'd want to capitalise on a potential hit record. But with it getting the single treatment, why did team Gaga decide to confuse things by now releasing Venus -which is single number three- in its entirety. Surely it would have made sense to keep the public's focus squarely on Do What U Want, and not cannibalise and distract from it with a future single.
With the messy route being taken, the whole project is in danger of loosing the goodwill and anticipation that the months Gaga went AWOL built. I seriously don't understand how such a valuable commodity- to the record label- can be so dreadfully mismanaged, especially at such an important juncture in her career.
As for Venus, I like it. But it won't be replacing Kylie Minogue's Aphrodite as my favourite pop ode to a Goddess of love. Take a listen to it below, and let me know your thoughts on it and the ArtPop era in general.