Apparently a Picture of Gaga Might be Worth More than a Thousand Words
Posted by Cyndi Lundeberg on April 2, 2010 in Business News [ 0 Comments ]
A picture might be worth a thousand words, and as Polaroid wishes a thousand dollars as well. The company Polaroid has been around for more than seventy years but has recently faced some financial troubles, since 2001 the company has gone bankrupt twice dragging the companies who purchases them under as well. In 2008 the company stopped the production of their trademark disposable film, which has become synonymous with the Polaroid company. With all of the financial troubles this company faces, many are refusing to let Polaroid be another company with proven longevity to fail.
One way Polaroid is attempting to reestablish the company as profitable is by lending their name. The company’s name can now be found on Televisions, photo frames, camcorders, DVD players and much more. Polaroid’s establishment as a company for over 50 years has developed the company into one which is a household name. It is this notion which developers of these other technologies hope will translate into the sales of other products non camera related.
One way Polaroid can establish itself with as a company with longevity into the future is to hire a completely futuristic celebrity to endorse the product, which they did by naming Lady Gaga the creative director of Polaroid. According to the press release provided by Polaroid, Lady Gaga was the company’s perfect spokes model because of her ability to make inventions of the past relevant again. The company states “She is the only artist since the inception of monitored radio airplay to claim five #1 hits from a debut album”, and coupled with her fashion forward aesthetics have made her the fastest rising star in the past decade.
“The partnership brings together one of the world’s most iconic brands with today’s fastest rising musical artist and cultural trend setter” . The two are working together to create “new products” which will incorporate “Lifestyle, Music, Art and Fashion”. The company hopes her “exceptionally close connection with her fans” will help drive the sales for the company. Lady Gaga stated :
“I am so proud to announce my new partnership with Polaroid as the creative director and inventor of specialty projects… 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–and we are excited to collaborate on these ventures with the Polaroid brand.”
As for what the star will actually be creating, and the company will be selling remains to be seen. Lady Gaga will be making an appearance at the Polaroid booth at the 2010 Consumer Electronic Show on January 7th in Las Vegas to discuss the collaboration. The Polaroid Gaga products are set to be released late 2010.