Everyone says it was the direction but if that was the case, the album wouldn't have achieve 4 consecutive top tens. I think what caused the momentum to slip with Born This Way was that she was releasing a new single like every two months. Not even one full calendar year and she had 5 singles out. People got tired of her and Judas did not help.

ARTPOP's flaw was the direction. Sure, Applause would have been a way bigger hit if it was released in Born This Way's place but the era would have still tanked because at least Born This Way's music had quality to it.

It really doesn't even matter because even if it was BTW's direction, people still enjoyed the era enough to support it and make it huge.

Every time you think Alejandro is the best song of all time, Monster comes on next and reminds you that Monster is the best song of all time.

A decline from TFM to BTW was always going to happen.

It would also help if she releases more than one proper single for the era.

The only proper single we got was Applause.

DWUW was done so wrong and G.U.Y. came when literally no one was here for ARTPOP anymore (not even us, her fans).

"Has Gaga asked her to collaborate?

“Yes, she did, but I said no,” Jones responded. “I’d just prefer to work with someone who is more original and someone who is not copying me, actually.”"

i hope you mean sales and not the quality cuz BTW is her best album !!

And I know that commercially speaking the BTW era was not the best choice but I think that the BTW era cemented Gaga as something else than just a popstar.

Sales, radio presence, etc.

I'm glad she rejected Gaga tbh. I hate her, so annoying and pretentious.

Let alone that, it was her best album, with her best song ever (HML) and her best tour.

The Fame is Lady GaGa's best album to date.

Not at all, the only "messy" thing was the quick change between Judas & The Edge Of Glory. Once The Edge Of Glory was a single the promo was on point, same with You and I & Marry The Night (which was imo one of the best singles era we have gotten from her).

Born This Way >> The Fame Monster >>>> The Fame >> ARTPOP.

But the momentum was messed up, Judas really ****ed that era up, as hard as they tried it was too late to mend it.

Do What U Want was not done wrong. It was close to being a top ten hit. It just needed a video (a different one from that one that leaked cuz that one would have completely destroyed her).

Waiting months to release G.U.Y. was a mistake, though.

This opinion is irrelevant!

Its success was due to the huge wave of momentum/hype she had going into the era.