Brands are embracing the opportunity to take “Artpop” to the masses, too. Kia came onboard first with a massive 2013 ad campaign that began airing during the VMAs featuring the Kia hamsters dancing to “Applause.” Beats By Dre synched “Do What U Want” for a TV campaign that began airing in mid-October. Opening track “Aura” was featured in trailers and a lyric video for “Machete Kills,” a Robert Rodriguez movie in which Gaga co-stars. Planned third single “Venus” will get another big look from a major retailer later this month. And, as reports were expected to be confirmed at the Nov. 10 ArtRave, Gaga will perform a song in space in 2015 as part of a new partnership with Virgin Galactic, making her the first person to do so.
