While Solange has seen huge success by staying quiet, Lady Gaga and Bon Iver have struggled despite huge promotional campaigns
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Bon Iver did the usual rounds of press interviews and radio promotion for months in advance, with reviews hailing 22, A Million as a modern masterpiece. Solange did no promo until A Seat at the Table was out, limiting it to a handful of interviews (W Magazine, The Fader, Stereogum) for maximum impact and only letting fans know it was coming three days in advance. Bon Iver got off to a strong start in the opening days but by the end of the week, Solange had edged it to No 1 in the US.
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In amplified contrast, the marketing for Joanne, Lady Gaga’s fifth album (sixth if you count The Fame Monster) that is out today, has left no promotional stone unturned. Every plate they could get their hands on is currently spinning furiously
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The seed planted, things were quiet for several months, barring public appearances here and there. Then the machine defiantly roared into life at the end of September and hasn’t relented. Perfect Illusion, the album’s first single, was released on 20 September, Million Reasons swiftly followed on 6 October and then A-YO came out on 17 October; in little over a month, the album’s three lead singles had been punted out there with little breathing space between them.
Her confirmation of the Super Bowl half-time show next February came on 29 September and that marked the promo floodgates opening. The following is just some of the promotion she has done in the past three weeks: her brief Dive Bar tour, sponsored by Bud Light, opened in Nashville and she played four tracks from the new album; Twitter created a custom Lady Gaga emoji; clips from the album “mysteriously” leaked temporarily on Amazon via its Echo speakers; she was spotted filming a forthcoming appearance on Carpool Karaoke; Mattell made a Zomby Gaga doll for Monster High; she appeared on the cover of The Sunday Times’ Culture supplement; she was involved with the launch of Volume, SiriusXM’s new talk radio channel; she was interviewed by Zane Lowe on Beats 1; Mark Ronson joined her Dive Bar tour show in New York and it was streamed live on her website and Bud Light’s Facebook page; she appeared on the cover of the NME; a trailer for her upcoming appearance on this weekend’s Saturday Night Live with Tom Hanks went online the day before. Phew.
Twitter created a custom Lady Gaga emoji; clips from the album “mysteriously” leaked temporarily on Amazon via its Echo speakers; she was spotted filming a forthcoming appearance on Carpool Karaoke; Mattell made a Zomby Gaga doll for Monster High;
Her confirmation of the Super Bowl half-time show next February came on 29 September and that marked the promo floodgates opening. The following is just some of the promotion she has done in the past three weeks: her brief Dive Bar tour, sponsored by Bud Light, opened in Nashville and she played four tracks from the new album; Twitter created a custom Lady Gaga emoji; clips from the album “mysteriously” leaked temporarily on Amazon via its Echo speakers; she was spotted filming a forthcoming appearance on Carpool Karaoke; Mattell made a Zomby Gaga doll for Monster High; she appeared on the cover of The Sunday Times’ Culture supplement; she was involved with the launch of Volume, SiriusXM’s new talk radio channel; she was interviewed by Zane Lowe on Beats 1; Mark Ronson joined her Dive Bar tour show in New York and it was streamed live on her website and Bud Light’s Facebook page; she appeared on the cover of the NME; a trailer for her upcoming appearance on this weekend’s Saturday Night Live with Tom Hanks went online the day before. Phew.
Slay that custom emoji, Monster High Doll, and FILMING Carpool Karaoke promo, Joanne!
The following is just some of the promotion she has done in the past three weeks: her brief Dive Bar tour, sponsored by Bud Light, [...] Mark Ronson joined her Dive Bar tour show in New York and it was streamed live on her website and Bud Light’s Facebook page