MIAMI (CBSMiami) — International recording artist Lady Gaga will release her new album, ARTPOP in November, but she revealed the cover artwork Monday in a very unique, creative, and social media savvy way which also spanned the globe.
The artwork for ARTPOP was unveiled on digital billboards in 18 major cities around the world including Barcelona, London, and Miami.
At 1:00 p.m. Eastern time, a 30-minute piece-by-piece unveiling culminated with tweets from Mother Monster’s 40 million Twitter followers using the hashtag #iHeartARTPOP.
During that half hour, a new portion of the album cover was revealed every few minutes until the artwork was fully displayed. The album cover was designed by artist Jeff Koons.
ARTPOP, which goes on sale November 11, is Lady Gaga’s fourth studio album.
This marks the first time any musical and visual performing artist has collaborated with fans through social media to create a global moment around art in out-of-home media, according to Clear Channel Outdoor.