Lady Gaga is turning to an unusual method to cultivate her fan base: The pop icon is releasing songs from her new album on a section of the popular online game FarmVille before they can be heard anywhere else.
The singer, known for her outrageous styles and hits such as “Poker Face” and “Bad Romance,” will allow singles from Born This Way (due out May 23) to be heard within a specially-created farm, called GagaVille, in the game. Players will have to complete tasks to hear one exclusive new track per day streamed online from May 17 to 19. Starting on May 20, players will be also able to unlock additional songs that aren’t exclusive.
FarmVille is one of the most popular games on Facebook, played by about 46 million people worldwide each month. It lets players tend to virtual farms by harvesting crops, tending to livestock and decorating cottages to earn points. Its creator, Zynga, makes money by selling virtual items, such as seeds or cows or farm sheds, in the game.
GagaVille will be short-lived. Zynga said it’s running the special only until May 26 to celebrate the debut of Born This Way. The company wouldn’t say whether Lady Gaga picked FarmVille to debut her songs or if Zynga concocted this unusual promotion, which will feature magical unicorns, sheep on motorcycles and other Gaga-inspired items.
The parties wouldn’t disclose any financial terms, or even comment on whether money was being exchanged. Clear Channel Radio, which is also part of the promotion, will stream the songs in FarmVille through its iHeartRadio service, which will pop up once players unlock the special songs.
GagaVille is a sign that artists are going where the fans are, and that is on Facebook, Twitter and playing online games. By being part of the Gaga deal, Clear Channel is trying to ensure it won’t be left behind. As part of the promotion, the company plans to announce special codes on 148 of its radio stations that will unlock Gaga-inspired virtual items in FarmVille.
“We know that our listeners are spending a lot of time with social games, and we’re going to be wherever our listeners are. So this kind of social, immersive experience is a great way for us to further engage with our listeners,” said Bob Pittman, chairman of media and entertainment platforms for Clear Channel.
This is the first time Zynga has received exclusive tracks from artists in a game and the first time it’s created a whole farm dedicated to an artist. In December, the company partnered with Dr. Dre to release a track from his album Detox in the game Mafia Wars
Zynga is also offering virtual Lady Gaga goods to players who earn points in its other games, as well as offering a chance to receive concert tickets and signed albums through one of its games.
The company is also giving away a download of the full album to fans who buy $25 game cards through electronics retailer Best Buy. Buyers will also be entered into a drawing to attend Lady Gaga’s next video shoot and get a virtual unicorn to decorate their farms.
