The pre-launch hype for Lady Gaga’s ARTPOP app has veered between “a reverse Warholian expedition” bluster and “an interactive jewel case” realism. Yesterday we finally got to find out for ourselves, with the album-app’s release for iPhone, iPad and Android devices. It’s part album-player, with fans able to buy ARTPOP from their device’s digital music store, then listen to its tracks on a virtual turntable. Meanwhile, there’s the promise of “live DJ sessions” in a section of the app called Trakstar, and a (presumably) video-related section called GagaTV – neither of which will launch for 140 days according to an in-app countdown. So, the core of the ARTPOP app is its ArtHaus mode, where fans can take shapes, backgrounds, photos and animation effects to create and share animated GIFs espousing their love of Lady Gaga. Expect an explosion of spinning pigs, wobbling orbs and lyrical slogans if you’re plumbed into Little Monster networks on Twitter and Facebook. It’s fun, and technically inventive, but very much one for the fans.
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