Lady Gaga putting art onto the soup can

O2 and Polydor Records have today announced an exclusive partnership with Lady Gaga that will see O2 Tracks customers get exclusive access to the megastar's highly anticipated new album, 'ARTPOP', six days before it goes on general sale. O2 Tracks customers will be able to hear and enjoy the album from the 5th November prior to its full UK release on 11th November.

The launch will see the multi - platinum selling artist feature in a new TV ad created by O2 as part of a major through the line campaign. The TV ad shows the superstar in a magical silver world and features the track Do What U Want, her brand new single.

The ad marks the next stage of O2's Be More Dog campaign, further delivering on its 4G launch promise to deliver enhanced video content across music, sport and gaming. Under the partnership O2 4G customers will also receive exclusive access to a brand new eight minute video interview which sees Lady Gaga talking about the making of 'ARTPOP' and the inspiration behind each song, as well as her love of dogs.

Lady Gaga said, "I'm so happy that O2 Tracks is bringing ARTPOP to everyone in the UK a week early. I hope that all of the UK Monsters love it as much as I do!"

"At O2 we've got a longstanding history of offering customers exclusive benefits and experiences, and we're proud to extend our Priority strategy to offer O2 Tracks customers the opportunity to be amongst the first people to experience the most highly anticipated album of 2013" said Shadi Halliwell, Head of Brand, O2. "We're also going a step further by giving all O2 4G customers exclusive access to exciting new video content – enough to make any Lady Gaga fans heart sing."

"This is what brand and music partnerships are all about. Artist, record company and brand working collaboratively and most importantly creatively together. " said Chris Elrin, Commercial Director, Polydor Records. " O2 were great at working together with us and Lady Gaga to deliver a fantastic campaign giving fans the opportunity to access the album ahead of release."

The ad will be available in a 60 second and 30 second edits and will feature on O2's YouTube channel at http://www.youtube.com/o2. The O2 Tracks campaign will also include social media support through both Lady Gaga's and O2 channels #gagaexclusive

* All O2 customers who have already used their eight week trial, but then lapsed and are not currently subscribed will get an additional two week free trial of the non-video version of O2 Tracks
** non video version of O2 Tracks only