The tracks Lady Gaga has previewed from Born This Way
are a schizophrenic mix of buzzy bangers
and saxy '70s-rock jams
. Today we learned the marketing mission for the album is mimicking its scattershot sound. According to industry mag Hits Daily Double, Gaga's label Interscope is embracing an unusual plan
for promoting BTW
, selling it everywhere you can buy batteries, Sudafed, and socks -- nontraditional outlets like Radio Shack, Costco, and Nordstrom. The album seems to be getting a disproportionate push in drugstores, because CVS and Rite Aid are also singled out, and Hits reports the album will be highlighted in a circular ad for Walgreens. In short, this is a blitzkrieg: You will not be able to go anywhere or buy anything without running into a copy of Born This Way
. (If you are in New York, apparently you will not be able to take the Times Square shuttle
without coming face to face with our favorite album cover of the year
Lady Gaga's vision for her second album may be a little misguided -- the songs she seems to think are BTW's best, like "Judas," appear to be its worst -- but nobody can knock her hustle. As The Amp previously marveled, she's guest-editing newspapers, mentoring on American Idol, and perhaps most bizarrely, hawking music on the agriculture video game FarmVille.
The twist here is that Lady Gaga built her reputation as a voice for the disenfranchised, lecturing about pride to her little monsters, who self-identified as freaks and outcasts, while she simultaneously became one of the biggest stars in the world. It was a neat trick, but is it a sustainable one? (When you are hawking your album in Whole Foods?) Despite her continued attempts to be the weirdest chick in the room, Lady Gaga may have just proven she's as mainstream as Wonder Bread.
*The plan may be in peril because (psst) BTW has officially leaked.