In an unorthodox marketing move, Leona Lewis has made her new album I Am available on Grindr for the bargain price of $3.99.
The singer is clearly targeting the pink pound by partnering with the gay dating app, which encouraged its users to “get it for the #GRINDR special price, NOW!”
She isn’t the first artist to go down this route, with Madonna having previously given Grindr users the chance to win a signed copy of her Rebel Heart album earlier in the year.
.@LeonaLewis returns with the new album #IAm. Get it for the #GRINDR special price, NOW! http://t.co/M8AFcKztnk pic.twitter.com/5RBjbb2qqd
— Grindr (@Grindr) September 14, 2015
Last week, Lewis discussed her traumatic but empowering split from Simon Cowell’s record label.
“Simon Cowell has been incredible but at the end of a day it’s a huge label now,” she explained.
“I felt like at that stage all they were doing was holding me back from fulfilling my potential, to ask me to do a covers album was... there was no love in it.
“They weren’t giving me any choice. So no, I said, we’re done now. It’s all good, I’ve still got so much love but we’re done.”
