Lady Gaga plans to cultivate her fan base by releasing exclusive tracks of her new album Born This Way on FarmVille, a popular Facebook game.
The Judas singer is also set to play a secret show in London on Thursday night in front of less than 150 spectators and is offering one fan the chance to win two exclusive tickets plus travel and accommodation to the intimate gig through Facebook.
Fans have until 6pm on Wednesday 11 May to enter the chance to win tickets to Lady Gaga's exclusive show with Belvedere Vodka at top London private members' club Annabel's at http://www.facebook.com/BelvedereVodkaUK.
A source has said: "Gaga loves the atmosphere of smaller venues, and the way she can relax a little more while she's performing
"She's going to try out a few of the new Born This Way tracks in front of a small audience before she takes them to bigger venues."
New online venture GagaVille is a sign that artists are going where fans are, and that's on Facebook, Twitter and playing online games. The unusual release comes as the industry is in the midst of a decade-long decline in CD sales, while Farmville has about 46 million players a month.
FarmVille maker Zynga is also giving fans who buy a 25 dollar game card a free album download, while giving away concert tickets and signed CDs in drawings to people who play other games it makes.
Meanwhile, Gaga has said she was overwhelmed by the reaction to her new single The Edge of Glory by fans, which was released at the beginning of this week.
She tweeted: "Been crying reading all your beautiful messages for my new song. It means so much to ME."