Lady Gaga’s publicist has confirmed that she and US retailer Target have ended an exclusivity deal.
Yesterday, it was reported that the star had pulled out after the company allegedly continued its policy of donating to political causes linked to anti-gay views.
The news was first reported by the Advocate and the star’s publicist told the news service today: “Lady Gaga and Target came to a mutual decision to end their overall exclusive partnership a few weeks ago.”
The spokesperson did not say why the deal had ended, although it has been reported that Gaga had wanted to remain “true to her audience”.
The deal would have seen Target selling Gaga’s album Born This Way exclusively in its stores.
Target had agreed to “make amends” for past behaviour by instituting a committee that would in theory prevent certain donations occurring in the future. It also promised to donate to LGBT causes.
“That discussion was one of the most intense conversations I’ve ever had in a business meeting,” Lady Gaga said at the time.
“Part of my deal with Target is that they have to start affiliating themselves with LGBT charity groups and begin to reform and make amends for the mistakes they’ve made in the past … our relationship is hinged upon their reform in the company to support the gay community and to redeem the mistakes they’ve made supporting those [anti-gay] groups.”