When Lady Gaga's newest album Born This Way was released, Amazon offered the release in digital format for $0.99. Naturally, their web infrastructure almost collapsed. The special price was done in order to demonstrate Amazon's cloud music service, and while the initial results were disappointing -- hey, there are a lot of Gaga fans out there -- Amazon is try, try, trying again.
That's right, Gaga' new release is once again available on Amazon for 99 cents. Granted, the format is digital, but in this day and age of mobile device dominance, does that even matter? The promotion is humorously called "This Time We're Ready," although, the proof of that will obviously be in the way Amazon performs.
Of course, most Gaga fanatics already have the "Born This Way," so the rush shouldn't be as taxing as it was on May 23rd. Craig Pape, director of music for Amazon, had this to say about the re-release, er, release at the special price deal:
"Clearly customers are really excited for Lady Gaga’s new album – we saw extraordinary response to Monday’s promotion – far above what we expected – she definitely melted some servers. So we're doing it again, and this time we're ready. We’re pleased to offer 'Born This Way' – the whole album – for $0.99 today only. Along with this purchase, customers get 20 GB of free Amazon Cloud Drive storage so they can store and play their music anywhere. If you missed it the first time, don't miss it today."
Upon its release, "Born This Way" went directly to the top of Amazon's top-selling MP3s list, and it hasn't changed since. Undoubtedly, the "This Time We're Ready" promotion will solidify Gaga's standing as ruler of Amazon's MP3 department. What are your thoughts on the Gaga's newest release? Love it? Hate it? Let us know what you think.