Gypsy could be the real smash of the era if they play their cards right. Well timed release, mass appealing but entertaining video, great performances at the Grammys and Brits etc. She'll have positive press beforehand because of Cheek to Cheek, too.
It'd be great if she ended the campaign with Applause and DWUW being modest hits, Gypsy being a smash and that in turn allowing Sexxx Dreams to ride on its coatails. After that she can move on or chuck out another single.