Polaroid: Grey Lady

After what has felt like a long wait Lady Gaga has finally delivered on her long proposed collaborative brand partnership with Polaroid, which saw the eccentric singer stepping into the role of creative director.

Despite the brand gaining a key scene in the product placement onslaught that was the epic video for the single ‘Telephone’ back at the start of 2010, Polaroid products from the singer have been very much in the pipeline (while the singer concentrated on her own successful headphones line).

Gaga took to the stage, alongside Polaroid Chairman Bobby Sager, at the Consumer Electronics Show in Las Vegas yesterday to unveil three new co-designed products in the new Polaroid Grey Label range. These included Polaroid's new instant camera, the Polaroid GL30, the GL10 Instant Mobile Printer, and  - true to Gaga form - the GL20 Camera Glasses, which captures point of view photos and then displays them on the actual glasses for others to view. Photos and videos can be uploaded to a USB drive, which is located in an earpiece.

"The Polaroid Grey Label line embodies the Polaroid brand, with an injection of the future-looking fashion and design mantra of Lady Gaga that simply can't be replicated," said Scott W. Hardy, Polaroid's President. "It represents Polaroid innovation for the new generation, one in which there are no limitations to sharing creativity”.

This particular brand/artist pact is one of the more interesting and progressive marketing collaborations of late, utilising the singer as part of the overall creative team as opposed to merely gaining her endorsement approval. This new style of deal enables the brand to set its associative cool cache right at the heart of the company as opposed to merely on the thin veneer of a few fleeting commercials, whilst also ensuring the artist is truly invested in the products.

"I consider myself to be a visionary, not just a songwriter and a singer. I am an artist," said Lady Gaga. "I want to thank Polaroid for treating me not as a spokesperson and not as a face for the brand...they honored me as a woman and creative director, and they really let me put my hands in there and design this myself.”

Lady Gaga, much like Will.i.am, is evident of a new type of artist that is eager to harness their own brand above and beyond the increasingly shallow financial rewards of album sales by forging deeper, more collaborative, partnerships with brands.

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