Another day, another electrifying Gaga outfit / use of food packaging / outrageous statement / X-rated video / blood-drenched semi naked performance. My my, that girl is soooooo wacky and eccentric! She suffers for her art! She’s her own unique creation!
Well, while all this is true, it seems as though when it comes to hookin’ up with handy sponsorship deals she’s no sloppy Susan. As Polaroid’s "creative director and inventor of specialty products," she’s able to promote the camera company (alongside certain other brands, for example mobile phone companies) in her risqué, Beyoncé-baiting video clip for the song Telephone.
Although she swears she never compromises her art to appease any record company executives or pre-conceived notion of good taste, it seems that everyone, even a Sellotaped-up Gaga has a price - be that cash OR share options. Business journalists admit they don’t know exact figures, but think that Gaga has an equity stake in the quirky retro camera company. This means she’ll be able to share in profits made by Polaroid long-term, rather than receiving a one-off payment for her endorsement of a particular product or range. (Fact fans may be interested to learn that Sarah Jessica Parker has a similar arrangement with fashion house Halston)
Polaroid is a very interesting company indeed. After facing obsolescence in 2009, after their ‘instant’ film became a victim of the digital age, a successful publicity campaign by starry big-name photographers and outraged amateurs alike resulted in a new investor for the company, who started producing new Polaroid film from a factory in The Netherlands once again. The company has pinned big hopes on Gaga to revive it’s fortunes to the level of its glory days; - as well as the cameo in Telephone, she’ll be launching a product line of her own with the company later this year.
Seeing as Telephone, which also features the luscious Beyoncé, has garnered more than 18 million views on YouTube since it debuted last week, it look as though the company have made a wise choice of ambassador. After all, Gaga's little monsters - her army of fans - love dressing up as much as their heroine does and surely share her lack of reticence in front of the camera. Time to treat yourself to a snazzy new Polaroid camera perchance?
- Naomi Attwood