The Clinton Herald, Clinton, Iowa

Features

November 14, 2013

Too much? Lady Gaga saturates market

There’s just one way to escape the blitz surrounding Lady Gaga’s new album: completely unplug from society.

To kick off the release of her new album, “Artpop,” this week, the entertainer, never known for understatement, has been omnipresent.

She began with a huge release party Sunday where she debuted Volantis, billed as the “world’s first flying dress.” She floated about 6 feet above the floor before performing at the event, streamed live on Vevo.

The next day, she opened pop-up “Artpop” stores in New York and Los Angeles, where Gaga-related merchandise was sold, and she was one of the main honorees at Glamour’s Women of the Year ceremony. On Wednesday, she appeared at the opening of an H&M store in New York’s Times Square.

She’s scheduled to tackle hosting and performance duties on NBC’s “Saturday Night Live,” and she redesigned the Life section logo of USA Today in her image — the first time the newspaper has had a celebrity do so. The newspaper also featured an interview with the superstar. And a concert special with Ryan Seacrest is set to air on the CW Network next week.

Gaga’s publicity push leading up to the debut of “Artpop” could be described much like the singer herself — eye-catching, unique, daring and, of course, over the top. It comes amid mixed reviews for the album, the departure of her longtime manager and questions about whether Gaga-mania might be on the wane outside her core Little Monsters. The album’s first single, “Applause,” remains a top 10 hit, but was considered a bit of an underperformer compared with her previous hits.

Bill Werde, Billboard’s editorial director, thinks folks wondering if the 27-year-old is approaching her expiration date are missing the point.

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