Lady Gaga’s highly anticipated new album “Born This Way” will be released by mass merchant Target in an exclusive deluxe edition.
Full-length Interscope follow-up to the 2009 release “The Fame,” which has sold more than 4 million copies, will be marketed by the mall giant in a special package including three additional studio tracks and five remixes.
Internet pre-orders for the May 23 release begin at 8 a.m. on Feb. 11; consumers ordering the set can download the album’s titular single for free through Feb. 26.
The Target exclusive should hit the bull’s-eye with Gaga fans: The flamboyant singer’s eight-track 2010 follow-up, “The Fame Monster,” became a hit in its own right, selling 1.4 million.
Huge three-month promotional window for the Gaga collection will raise visibility for a release already guaranteed to be one of the year’s hottest-selling albums.
Gaga’s manager Troy Carter said in a statement, “Target and Lady Gaga together is a win-win. The partnership provides us with an opportunity to really engage the fans early and widen our reach on the album promotion.”
Target exclusives have supplied lift-off for several recent releases, including Taylor Swift’s “Speak Now,” which sold 1 million units out of the box last year.
Exclusives, while not the force they were in days before mass merchants began cutting floor space for music product, still remain a thorn in the side of conventional music retailers, who see their sales cannibalized by the enhanced, discounted packages.