Well folks, here it is: The long-awaited music video for Lady Gaga‘s “Applause”!
Immediately of the gate, the “Applause” single suffered after being rushed to market early last week. A few low quality leaks and some early bad buzz forced the hand of Lady Gaga and her camp—she stated on Good Morning America today that her intent was for the single and video to drop simultaneously—and put her squarely in a competition she couldn’t win: A showdown with the reigning Queen of Pop, Miss Katy Perry. Not surprisingly, Perry’s anthemic “Roar” trounced Gaga out of the gate in terms of sales, leading more than a few cultural critics to label Gaga as being yesterday’s news.
With the benefit of a little bit of hindsight, though, it appears as if the events of last week—which also includes a very public, increasingly nasty fight with Perez Hilton—have returned Gaga to her most familiar and comfortable position: The underdog. Gaga and her unwaveringly loyal band of Little Monsters originally drew their strength from being perceived as outcasts, and now that the Katycats have asserted their (temporary?) dominance, one could argue that a sense of balance has been restored to the pop culture universe. No longer saddled with such a tremendous burden of expectations, things now seem to be primed for this to be the big week for “Applause.”
Gaga will be opening the 2013 VMAs this Sunday, August 25, with a performance of “Applause,” and the Mother Monster herself also debuted her latest music video for the track this morning. Directed by the Dutch photographers Inez And Vinoodh, it is the first official video statement of her ARTPOP project. And arty, it most certainly is!