To explain her first music video off her upcoming ARTPOP album, Lady Gaga tweeted:
"'APPLAUSE' starring LADY GAGA. A film in black+white, color, and handpainted film. Directed by Dutch Photographers Inez Van Lamsweerde and Vinoodh Matadin...A MusicVideo where B+W and Color battle in a bid for your Applause!...Its inspired by the entertainers passion for shapeshifting. Would you do 'anything' for the Applause? Iconography in motion, as magic. -GAGA"
The video, Gaga's first in two years, premiered on Good Morning America this morning as well as on every video billboard in Times Square. It was ushered in with a lot of hype (see above, see also this tweet: "Only w your happiness comes mine.") and talk of the merits of art and pop culture and "art in pop culture in me." That stuff.