Usually, when an artist is gearing up for the release of their album they’ll give us two singles—one months before it drops, and one just shy of release to spur excitement. Obviously, Lady Gaga’s far from usual. And the roll-out for her forthcoming Born This Way, due May 23, reflects as much.
After debuting the title track last February around Grammy weekend, followed by second single “Judas” weeks after, and promo single “Edge of Glory” days later, MTV reports that Gaga will let “Hair,” another uplifting cut from Born This Way, loose on May 16.
There are 14 tracks on the standard version of Way. By the time it comes out, we’ll have heard four them. Though it’s not half, that’s a chunk. It seems as if Gaga’s trying to assure us that Way is worth the hype. Sure, “Born This Way” spent more than a month at No. 1 on the Billboard hot 100 chart; but “Judas,” which peaked at No. 10 on the chart, has already receded to No. 20 in its third week.
With the “Judas” video out now and at some 15 million-plus views, there’s a chance it’ll jump back up. But the initial fall must be startling for someone used to the top spot—so here comes more music. Thankfully, as Billboard notes, those who have purchased all of the Born This Way singles can use iTunes’ Complete My Album feature to buy the full-length at a reduced price.
But what does that mean for you, the buyer? Do you see Gaga’s overload of singles as a sign that she is confident of the album overall and the unheard monster jams? Or do you think it’s a strategic move to combat a shaky start? Do you plan on buying the entire album in two weeks? Let us know in the comments section.
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