Gaga indeed
Unless you have been living under a rock for the past year, you have probably at least heard of Lady Gaga.
Since releasing her first single little over twelve months ago, she has become one of the biggest pop stars on the planet, which is reflected in the amount of press coverage her every move commands.
While she has partly achieved this through the traditional mediums of TV appearances, magazine interviews and touring, last weekend saw the climax of an online campaign to promote her new music video for the single, Telephone, a duet with Beyonce Knowles.
Expectations were always going to be high among pop fans when news that arguably the world's two biggest female artists were recording together, but they added to this hype with a month-long drip feed of photographs from the set of the video.
While you would expect these to be picked up by music blogs, they were also running on websites such as the Daily Mail and the Mirror.
The outfits and poses got more extreme with each picture leaked to the press, building anticipation among fans as to what the finished product would look like.
The resulting nine minute video went online on Friday night and by Sunday had received over 12 million views on YouTube, and reams of commentary in everything from blogs to national broadsheets.
This campaign challenges the received wisdom that the internet is killing the music industry. By ordinary standards, this album campaign is well past its sell-by date, but Lady Gaga's publicists have exploited the internet to make the umpteenth single from a year-old album one of the biggest music events of the year so far.
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