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Why don’t you take Allison to one of your Lady Gaga vomit parties?

By | Published on Monday 17 March 2014

Lady Gaga

Why do brands want to get into partnerships with musicians? Well, there’s the desire to tap into an artist’s ‘coolness’ by association. Plus, as an extension of that, the gaining of access to an artist’s fanbase. And, of course, brands want to be attached to something that people are going to talk about.

Well, top work Doritos brand partnership team, because people are certainly talking about Lady Gaga’s performance at SXSW last week, a show which the company supported. In fact, never have the words ‘Doritos’ and ‘vomit’ been used together as much as they have over the last few days.

To be honest, there were quite a lot of things that went on in the show that we could talk about, but I think the appearance of “vomit painter” Millie Brown for Gaga’s rendition of ‘Swine’ is probably the centrepiece of the performance. Basically, it went like this: Gaga, dressed in bra, pants and an apron, sang ‘Swine’ and played drums. Stage right, Brown downed some bright green liquid, which (once she’d finished the bottle) she vomited back up onto Gaga.

Nice, huh? But like you’d end it there when there was a giant mechanical bull on stage. Yeah, you can probably see where this is going. The twosome climbed atop the bull, Brown drank some more liquid (blue this time), then as they went around on the bull, she stuck her fingers down her throat again and brought that back up all over Gaga too.

And that, ladies and gentlemen, is ‘artpop’. If you want, you can watch it here, though we should probably warn you that everything described above actually happens in the video, and it might (not entirely ironically) make you feel a bit queasy.

Before we go, I think we should mention once again that Doritos sponsored the Gaga vomit party. Popular snack Doritos, which you might like to eat with some chunky salsa, was the company that heavily branded the performance in which Lady Gaga got covered in brightly coloured vomit. Doritos. Vomit. Vomit. Doritos. Money well spent.

Incidentally, according to Billboard, one Doritos exec was heard grumbling about Gaga’s setlist, saying: “I paid $2.5 million, I better hear ‘Alejandro'”.

Watch Gaga’s SXSW keynote interview here