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- On July 3, 2012, Tara Savelo tweeted "When u hear the next single ur gonna pee ur pants xoxo - Tara Savelo". Audio engineer Dave Russell later confirmed to a fan that the song Tara was talking about was "Applause" which was already selected in 2012 to be the upcoming lead single
- On July 24, 2013, Tara Savelo posted via Little Monsters, a photograph of Gaga stenciling on what looks to be a photograph of the single cover. Above the photo reveals the word “APPLAUSE” and in much smaller writing, a signature by Gaga along with the date of the single release — August 19th, 2013.
- In the comments section under Tara Savelo's picture of Gaga's painting the single artwork, Gaga posted the following lyrics: "If only fame had an IV", "baby could i bare", "being a away from you", "i found the vein" and "put it in here".
- On July 26, 2013, Gaga released this photograph with the following caption: "1ST SINGLE FROM ARTPOP COMES AUG.19 #24DAYS"
- On July 28: "Due to public anticipation, ITUNES will now offer a pre-order for ARTPOP album/app on AUG 19, the same day you can purchase my new single 'Applause'"
- On July 31: Gaga posted part of the lyrics: "give me that thing that I love put your hands up make 'em touch A-P-P-L-A-U-S-E"
- Later that day, Gaga revealed that "The single 'Applause' and it's MUSIC VIDEO will BOTH debut on same day. ARTPOP. 8/19 -GAGA"
- On August 2, Gaga posted the single artwork with handwritten related to the release and some lyrics.
- On August 4, Gaga posted the following lyrics: "i stand here waiting for you to bang the gong to crash the critic saying: is it right or is it wrong? 8.19"
- On August 6, "Applause 8.19 #14days" and "ARTPOP"
- On August 8, "i overheard your theory 'nostalgia's for geeks!' i guess sir,if you say so some of us just like to read APPLAUSE 8.19 #11daysTillApplause"
- Later that day, Gaga posted a photo from on the set to LittleMonsters.com: "I can't wait for you to see the 'Applause' video 8.19, directed by my darling friends @inezandvinoodh !!"
- "i am listening to the album. I know maybe this upsets you, as you'd very much like to hear it. i share these personal feelings because IF I HAD TO GO ANOTHER MONTH WITHOUT PLAYING THE NEW MUSIC I THINK ID CHEW MY ARM OFF #ARTPOP11DAYS", "THIS IS THAT ARM"
- Gaga posted a photo from on the set to LittleMonsters.com: "I can't wait for you to see the 'Applause' video 8.19, directed by my darling friends @inezandvinoodh !!"
- On August 12, Due to hackers leaking Applause, Gaga declared a rush release on Applause tonight.
- "A POP MUSIC EMERGENCY IS UNDERWAY 911"
- "911 SUMMON THE MONSTER TROUPES"
- "HERE IS A PHOTO TO ACCOMPANY THIS EMERGENCY"
- "MY NEW SINGLE 'APPLAUSE' IS OUT TODAY AND CAN BE HEARD ON UNITED STATES RADIO IN 15 MINUTES. INTERNATIONAL RADIO TO FOLLOW."
- "POP MUSIC EMERGENCY #0DAYSTillAPPLAUSE MY NEW SINGLE COMES OUT TODAY. 911 SPREAD THIS MESSAGE"
- "APPLAUSE + PRE-ORDER ALBUM 'ARTPOP' TONIGHT ON US ITUNES IN HQ! INTERNATIONALTERRITORIES WILL FOLLOW SHORTLY, KEEP REFRESHING ITUNES!"
- On August 13, post on LittleMonsters.com gif version of the “Applause” cover art.