The message is crystal clear: do not buy Lady Gaga's latest album or download tracks because she is "over" and "no longer relevant." Many will be happy to obey, but it's not quite that simple.
The clarity of the instruction is undermined by the fact that it's Gaga herself who is telling her audience to chuck her over in favor of something new.
Her promotional trailer for the album, "Artpop," is not the first to deploy reverse psychology in the marketplace, but the flamboyant New York singer could well be the first to bill her campaign as the birth of a new artistic movement.