Retailer to offer deluxe edition of 'Born This Way'

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.

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