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In a very interesting and brilliant move, Polaroid announced a new multi-year strategic partnership with Lady Gaga, singer/performance artist/ fashionista/ soon to be comic book star, and inspiration for Barbie doll clothing.
While serving as Polaroid’s new creative director for a specialty line of imaging products that will merge Polaroid’s instant film and digital-imaging capabilities, to be released in late 2010. Gaga will also be featured in their marketing campaign. In exchange, Polaroid will maintain a strong presence on the Fame Monster Tour.
Gaga said, “I am definitely a Polaroid camera girl. I really believe in the lifestyle and injecting the things that I love into [this]. … For me, what I’m really excited about is bringing back the artistry and the nature of Polaroid…Lifestyle, music, art, fashion: I am so excited to extend myself behind the scenes as a designer, and to as my father puts it — finally, have a real job.” Gaga also shared that Polaroid won’t be selling cameras with her face on them. “I’m working on bringing the instant film camera back as part of the future,” she said.
Lady Gaga is the first artist to have the first five singles from her debut album shoot to Billboard’s top spot. Kudos to the Gaga… and to Polaroid – if the innovation she provides Polaroid is anywhere near as intriguing, cool and lucrative as what she provides her fans through her songs, videos and avant-garde fashion choices, I am sure this partnership is bound to go platinum.