On July 28th, 2013, Gaga took to Twitter to announce that the pre-order for ARTPOP has been moved up to August 19, 2013, saying that her single, "Applause" will be released that day as well. This confirmed all speculation that "Applause" was the lead single. The song was registered onto Gaga's BMI on August 29, 2013.
Due to multiple leaks of Applause on August 11, Gaga announced on Twitter that the single will be released on August 12, 2013. The day prior, Gaga retweeted a fan including a link to an Universal Music Group page dedicated to fight leak. However, due to the song being available through various snippets that, Gaga later tweeted that it would be released on iTunes at midnight.
|Promotional poster for the "Applause" music video.|
Social media promotion
- See reference for more details.
Before the release of "Applause", Gaga released a few photograph from the album photoshoot with Inez and Vinoodh. Usually her posts came from either Twitter or Little Monsters and were lated also posted on her active social media accounts such as Facebook and Google+. The content of these posts were mostly either lyrics or a caption with the photos along with the number of days remaining until the premiere of the single.
The artwork was shot by Inez and Vinoodh, who also shot the music video for "Applause". The photograph features colorful, emotional and theatrical, capturing Gaga with a Pierrot-esque face, her rainbow of makeup artfully smeared and her hair covered under a head wrap. Gaga added colors to the printed photograph which was later scanned to be the single artwork. The central image is placed on a double black bordered white canvas, the text was handwritten by either Inez or Vinoodh.
The physical single was available as a 2-track CD single including the album version of "Applause" alongside the instrumental version, it was also released on a 12" Picture Disc vinyl exclusive for Black Friday of 2013 and included eight remixes of the song.
International CD Single
Format: Slimline jewel case
Released: September 11, 2013
Photography: Inez and Vinoodh
|August 12, 2013||Digital download|
|August 13, 2013|
|August 19, 2013||Mainstream radio|
|September 11, 2013||UICS-9138||4988005790477|
|September 13, 2013||602537524891|
|September 18, 2013||DS30695|
|October 1, 2013||3752489||602537524891|
Picture Disc Vinyl
The picture disc vinyl was released on November 29, 2013 as a 'Black Friday' store exclusive for Record Store Day, both in the US and in the UK. The content of the vinyl is exactly the same on both vinyls, with the only difference being the country of manufacture and the color and position of the sticker on the plastic sleeve, the US sticker is white, and the UK sticker is clear.
Prior to the release of the Remix EP, each remix (excluding the two DJ White Shadow remixes, as they had been released via soundcloud and youtube earlier) premiered on a different website throught late September, 2013.
It was confirmed that the music video for Applause would be released on Good Morning America (GMA) on August 19th as planned before the leak of the single. Gaga tweeted that she would be in Times Square in New York to watch the premeire of the music video on some of the big screens. She described the video as a "classic black and white battles color in a theatrical bid for applause!" and that the video won't be longer than the actual song unlike her previous music videos.
So, while fans might find their own meanings in the visual, MTV News spoke to Inez van Lamsweerde, one half of the directing duo Inez & Vinoodh, about the video. "She'll do anything in this video to make her audience happy and give them inspiration". Inez said on the phone, hours after the premiere, noting that she and Vinoodh were inspired by silent movies and early horror films. "We wanted to bring it back to a very basic element".
Inez van Lamsweerde told MTV News this scene was originally meant “to be a tiny vignette in the video that would look back at a past time in her life when she was fresh out of school and living in the Lower East Side and dreamt of whatever her future would be. And that was there to represent that. She used to have that kind of hair when she was 18, 19, so we said that’s that past moment. When we started shooting it, it felt so great we said “Let’s do the whole song on this mattress and do the choreography laying down”. And she performed so incredibly it felt like such a real, raw feeling. It made it as the thread through the whole video. That’s the real and the rest is sort of the dreams she had”.
Inez told MTV News the fashion show was all Gaga’s idea: “She always had it in her head that she wanted to do a fashion show, where she would be flying instead of walking. She always been incredibly inspired by fashion and its energy, so it felt extremely right to have that part of her life represented”.
She explained that "we were extremely inspired by Botticelli's painting," for that look where Gaga appears in a clam shell bikini, her curls cascading around her shoulders. She added "[We were also inspired by] having this idea that she goes through this struggle to go back onstage, which is in that pink laser tower. And she's sort of dragging that leg as a trophy and making it back on stage as a fully-realized, complete new person and that's why the Botticelli came to mind".
For a song like "Applause", the directors knew they needed a way to get hands in there so they found the most unexpected way to do it. She said, "The glove-kini! That's Brandon Maxwell, her fashion director that had that made. The song's called 'Applause'. There had to be hands".
Jean-Charles de Castelbajac tweeted on July 21, 2012, that he was working on a outfit for Lady Gaga's next video. He collaborated with her on "Telephone" and she also wore some of his creations in the past.
The scene where Gaga's head appears on a black swan was not inspired by the Darren Aronofsky film, but instead more by Gaga's fascination with eggs. "She's always had the egg reference in her work and since this video is kind of about a rebirth and at the end there's the Botticelli 'Birth of Venus' reference, so we said, 'OK, an egg... a fur egg and what comes out of a fur egg?' In our minds, a black swan with her face on it," Inez said.
She added "[We were also inspired by] having this idea that she goes through this struggle to go back onstage, which is in that pink laser tower. And she's sort of dragging that leg as a trophy and making it back on stage as a fully-realized, complete new person and that's why the Botticelli came to mind".
On August 13th, 2013, Gaga tweeted that she would be at Micky's that night in Los Angeles to shoot the lyric video for Applause.
On August 14th, 2013, Gaga revealed that she would release the lyric video on August 15th and that it was a "Haus of Gaga Film". Bobby Campbell of the Haus of Gaga noted that the video was shot and edited by Gaga herself. He also released a behind the scenes video on August 15th. The video became the first lyric video to be released by Gaga.
Behind the scenes