Polaroid wants to ride on Lady GaGa's coat-tails
ASHER MOSES IN LAS VEGAS
Pop superstar Lady GaGa has become the technology world’s new diva, signing up with Polaroid to reinvent the instant film camera and debuting her own line of headphones.
The Poker Face and Bad Romance chart-topper, who is up for five Grammy awards later this month, placed her stamp all over the Consumer Electronics Show in Las Vegas this week.
Geeks went into tizz when Lady GaGa, 23, showed up at Monster’s booth with rap mogul Dr. Dre to show off the “Heartbeats” headphones she designed for the company.
The $US119.95 jewel-shaped earbuds are designed to look more like a fashion accessory than a piece of technology. They are, according to Monster, “tangle free” and come in three colours – red, black and chrome.
Lady GaGa also hit the Polaroid stand to announce her appointment as “creative director” and “inventor of specialty products” with the company.
Wearing a black see-through dress and a blonde sunhat made entirely out of her own hair, she described herself as a “Polaroid girl” and said she was “outraged” when the company filed for bankruptcy in 2001.
She said she would be helping to update the company’s iconic instant film cameras for the digital age. Her new Polaroid products would be available this year but few further details were revealed.
“The Haus of Gaga has been developing prototypes in the vein of fashion/technology/photography innovation - blending the iconic history of Polaroid and instant film with the digital era,” she said.
“I am so excited to extend myself behind the scenes as a designer, and to as my father puts it - finally have a real job.”
Lady GaGa insisted her involvement in product design went much further than simply endorsements and marketing campaigns, and posted a picture of herself on Twitter holding up her new Polaroid business card.
The partnership is designed to help Polaroid appeal to a younger demographic after its technology was rendered obsolete by digital cameras offering a more effective form of instant photo gratification.
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