I have written about Polaroid before, and the news that they have recruited Lady Gaga to help resurrect its brand is pretty earth shattering. `It's unclear what exactly she's going to do for the iconic brand as its new "creative director" , but she's now indelibly associated with it.
Some investors who bought Polaroid plan to bring back the Instamatic, as well as some other interesting gadgets. The idea is to gain as much leverage from the Polaroid name as possible.
For her part, Lady Gaga says "The Haus of Gaga [her management team] has been developing prototypes in the vein of fashion, technology, and 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." Um, OK.
She'll also be on the social networks and plastering the Polaroid name up at her concerts.
The idea, obviously, is to keep the Polaroid name as relevant as possible. She also has stressed that this is not a simple endorsement deal: "I'm working on bringing the instant film camera back as part of the future," she claims.
Polaroid is clearly trying to make its name more relevant and not so indelibly associated with nostalgia tech, and Lady Gaga will certainly help do this.