Streaming music service O2 Tracks has pulled off a major coup - scoring exclusive rights to let its customers listen to Lady Gaga's upcoming album ARTPOP six days before its official release.
O2 and Polydor Records have signed an exclusive partnership with Lady Gaga in the UK that will see O2 Tracks customers get exclusive access to the star's new album from November 5, prior to its full release on November 11 - and ahead of the likes of iTunes and Spotify.
The news comes four months after Jay-Z signed a release exclusivity deal with handset manufacturer Samsung, worth a reported $20m.
The O2 Tracks app was previously best known for offering O2 customers unlimited access to the full Official Top 40 Singles Chart for £1 a week.
The Lady Gaga launch will also see the multi -platinum selling artist feature in a new TV ad created by O2, showing the superstar in a magical silver world and features the track Do What U Want, her brand new single.
The ad marks the next stage of O2’s Be More Dog campaign, further delivering on its 4G launch promise to deliver enhanced video content across music, sport and gaming.
O2 4G customers will also receive exclusive access to a brand new eight minute video interview which sees Lady Gaga talking about the making of ARTPOP, as well as her love of dogs.
The O2 Tracks campaign will also include social media support through both Lady Gaga’s and O2 channels using the telling hashtag #gagaexclusive
Lady Gaga said, "I'm so happy that O2 Tracks is bringing ARTPOP to everyone in the UK a week early. I hope that all of the UK Monsters love it as much as I do!"
“At O2 we’ve got a longstanding history of offering customers exclusive benefits and experiences, and we’re proud to extend our Priority strategy to offer O2 Tracks customers the opportunity to be amongst the first people to experience the most highly anticipated album of 2013” said Shadi Halliwell, Head of Brand, O2.
“We’re also going a step further by giving all O2 4G customers exclusive access to exciting new video content –enough to make any Lady Gaga fans heart sing.”
“This is what brand and music partnerships are all about. Artist, record company and brand working collaboratively and most importantly creatively together. ” said Chris Elrin, Commercial Director, Polydor Records. “ O2 were great at working together with us and Lady Gaga to deliver a fantastic campaign giving fans the opportunity to access the album ahead of release.”
O2 Tracks, powered by MusicQubed, is available to mobile users on Apple, Android and Windows Mobile devices across all networks.