The event, held in a large warehouse in the Brooklyn Navy Yard in New York, served as an album release party and included a press conference and a live performance.

During the press conference, Gaga revealed "the world's first flying dress", called the Volantis, confirmed plans to stage a performance in space in 2015, and introduced new works by Marina Abramović, Inez van Lamsweerde and Vinoodh Matadin, Jeff Koons, and Robert Wilson.

On November 11, Clear Channel aired a half-hour special called Album Release Party with Lady Gaga, hosted by Ryan Seacrest on more than 150 radio stations throughout the United States.

[1][2][3] In the meantime, she began presenting tracks to her record company and hoped to announce the album's working title by September 2013;[4] a revelation that was actually disclosed one month earlier.

According to Koons, Gaga "just kind of grabbed ahold of me and gave me a big hug around my waist and replied, 'You know, Jeff, I've been such a fan of yours, and when I was a kid just hanging out in Central Park I would talk to my friends about your work'.

"[7] In addition to Interscope Records notifying mainstream media outlets about upcoming releases for Artpop in July 2013, Gaga announced plans for a multimedia software application which "combines music, art, fashion, and technology with a new interactive worldwide community.

"[8][9] A public announcement, posted on July 12, 2013, revealed plans for an ArtRave event the night before the release of Artpop, unveiling projects Gaga had been working on in collaboration with her creative team, the Haus of Gaga, Dutch photographer duo Inez van Lamsweerde and Vinoodh Matadin, avant -garde theater director Robert Wilson, performance artist Marina Abramović, and Koons.

[10][11] The announcement featured Gaga covering her bare breasts with her arms, with her forearm "Artpop" tattoo in plain sight, wearing a visor designed by London College of Fashion alumna Isabell Yalda Hellysaz.

[12] Another promotional image showed Gaga with long brown hair, sporting a pair of spectacles, sitting completely naked on a chair crafted from motherboards as she displays her unicorn thigh tattoo.

The area was surrounded by large video screens which displayed Gaga's work with Abramović (showing the singer stumbling through a forest naked), Inez and Vinoodh, as well as with Wilson.

[21] There were personnel dressed in matching future-esque uniforms to walkthrough the app and its uses, including "the ability to read auras, create animated 3D Gifs and remix Gaga's music.

Projects like Creators with Vice and Intel, as well as artists like will.i.am, Jay-Z and Björk were cited as precedents for crafting events and merging music and technology with art.

He explained that Billboard had reached out to three executives from American Express (AmEx), the company which was supposed to sponsor ArtRave but had "backed out" due to creative differences.

They later issued an apology statement: American Express had been in discussions to potentially live stream Lady Gaga's performance during Sunday's ArtRave event.

Six lifting fan units are mounted on booms in a hexagonal formation radiating from the top of the column, giving the device the ability to hover three feet above the ground.

[16] She appeared at 12:45 a.m., more than an hour after her expected start time of 11:30 p.m.[27] Traffic overload to the music video website Vevo, which had exclusive rights to broadcast the concert portion of the event,[14][15] was given as the reason for her delay.

[31] On November 11, Clear Channel broadcast a half-hour special called Album Release Party with Lady Gaga, hosted by Ryan Seacrest, and available on more than 150 radio stations throughout the United States.

[14][33] Amy Phillips of Pitchfork Media commended Gaga's performance saying that it was "amazing as usual – a master class in over-the-top theatrics, campy gender-bending, and cheeky fun...

He gave a positive review of the main show, praising the sound system, the performances of "Gypsy" and "Do What U Want", and deduced that: "Perhaps this kind of ambition is music's future, at least for a certain breed of artist.

"[34] Carl Swanson of New York magazine was amazed by the ArtRave, from the Volantis display to the actual party area, and added that "[the] event, mostly staged for Gaga's cameras as well as those of the feverishly Instagramming guests, was surprisingly well organized for something so manifestly difficult.