I don't want to contribute to stan meltdowns, but I do think Gaga and her team need to sort themselves out.
(Disclaimer: another monster acting like they know best
)
Whilst the XF performance wasn't a disaster, it
was a total missed opportunity. The UK is a market she now struggles in and she had a long performance slot on one of the highest rated shows to reintroduce herself, win people over and impress. What she did do was bemuse and frankly confirm to a lot of people that she isn't worth investing in. She should have considered how best to make an impact given the time constraints, whether that be performing only one song or opting for the established Applause and a new track. Not getting R Kelly there was a mistake. I appreciate though that given the charting rules here and presumably her labels failure to accommodate that, played a part in making the appropriate move unclear.
As for singles - I think it's clear that they don't quite know what to do. Pushing Applause, Venus and Aura demonstrates, to me anyway, that they think the dancey uptempos are what people want and radio will play. The reality is that ARTPOP has a lot of great midtempos that have been received most positively and seem most appropriate for single treatment given what songs are being embraced.
I don't think it's a coincidence either that said praised midtempos are very pop and slick, whilst the polarising uptempos are disjointed and quirky. Perhaps the lesson to be learnt there is that she overcomplicates. It's a common creative problem to think you have to try very hard to impress, when often a more organic and simple approach reaps the best rewards. The hooks are undoubtably present - some of her best, in fact - but she ***** it up by just 'over egging the pudding'.
It does concern me that Venus was decided to be the second single. I can understand them loving it, it's (mostly) a great song, but her label are supposed to be keen strategists. It's THEIR job, not Gaga's, to ensure the campaign is as effective and successful as possible. This sexy glam space song produced by her newbie self that further alienates rather than expands her appeal, was the logical next move?! Of all the other songs THIS was going to improve the campaign? What concerns me further is that it seemed like originally Aura was going to be the second single (another WTF), and then when fans shot that idea down they appeared to actively make Venus to fulfil the supposed need for a smash.
Gaga's allowed to be misguided in her choices because she's a spontaneous and excitable artist. She has a savvy marketing side, but that's trumped by her creative whims. Her team, however, really shouldn't be excused. They have to be the grounded, sensible side - otherwise, who's holding it all together? It's great that they seem to give Gaga so much freedom, but she isn't experienced enough to have that much control over this substantial brand and it's frankly not fair to take your cuts from the cash cow and sit back whilst she does your job too. They're already getting a great deal with this singer-songwriter-producer-director in one package.
-
From here, I think the Venus video should be released and allow that to push the song as a promo single whilst they sort DWUW out. Get a video shot for it and grab R Kelly for upcoming performances. Don't throw in Venus at every opportunity and don't bother with another promo single or snippets. DWUW is probably going to be a slow burner, so let it do it's thing, and release Gypsy in Jan/Feb. If it's TEOG-esque it'll be a good song to co-promote with the Tony album. Speaking of which, they should get a holiday appropriate song from that out in December with video to build buzz. The Brits and Grammys will give her the chance to REALLY BRING IT in performances. I want her to blow people away. The Brits particularly are going to need a slick medley and something special to win them over.
I am so proud if you producing your own track 
This is my passion!
)
