Lady Gaga fans 'unlock' Artpop artwork via Twitter
Lady Gaga unveiled the cover of 'Artpop', her fourth studio album, on Clear Channel digital outdoor screens around the world yesterday.
In a special reveal at 6pm UK time, 1pm ET, Clear Channel screens began to reveal the cover of 'Artpop', Lady Gaga's new album. The pop star encouraged her fans to tweet and post about it using the hashtag #iHeartARTPOP, as more of the cover was revealed.
In the following 30 minutes, tweets tagged with #iHeartARTPOP were incorporated into the image as it revealed more of the Jeff Koons-designed cover on Clear Channel Outdoor screens around the world and at www.ladygaga.com.
Clear Channel claims the partnership marks the first time fans have been able to collaborate with a musical and visual performing artist using social media to create an "iconic global moment around art" in outdoor media.
The artwork was shown in cities including, London, New York, Mexico City, Madrid and Helsinki. Then, as soon as the whole cover had been shown on the screens, Clear Channel-owned radio stations in the US published it on their websites.
William Eccleshare, the chief executive of Clear Channel Outdoor, said: "With the rise of urbanization and the increasing dominance of mobile internet and apps, out-of-home is an essential ingredient in media campaigns to communicate, engage and even transact with consumers.
We are committed to delivering the full potential of digital out-of-home by providing our global clients with rich, creative and effective campaigns, so we're extremely proud to be partnering with Lady Gaga to bring Artpop to the world in such an innovative way."
Lady Gaga certainly doesn’t shy away from a risqué pose. With a month left before the launch of her new album ARTPOP, the pop music diva tweeted its cover art yesterday morning to her Little Monsters around the world. Straddling against a polished blue globe with hands holding onto her breasts, the ultra realistic depiction is actually a sculpture by famed contemporary artist Jeff Koons. A collage of Botticelli’s “The Birth of Venus” serves as a backdrop, the sculpture bears many evocative elements to Koons’ earlier creations, including porcelain figures of his former wife, Italian porn star Cicciolina.