Lady Gaga Goes Polaroid

Lady Gaga Named Creative Director for Specialty Line of Polaroid Imaging Products
PLR IP Holdings, LLC, owners of the Polaroid(tm) brand, today announced a multi-year
strategic partnership with Lady Gaga, who will serve as creative director for a
specialty line of Polaroid Imaging products. The partnership brings together one of
the world’s most iconic brands with today’s fastest rising musical artist and
cultural trend setter, known for her string of smash global hits including
Paparazzi, Bad Romance and Poker Face, her fashion forward design aesthetic
(including her headphones, Heartbeats, part of the Beats by Dr. Dre family) and her
exceptionally close connection with her fans.

Lady Gaga will make a special appearance at the Polaroid booth at the 2010 Consumer
Electronic Show (CES) in Las Vegas on Thursday, January 7 at 10:45am to talk about
her new creative and business relationship with the Polaroid brand.
“I am so proud to announce my new partnership with Polaroid as the creative director
and inventor of specialty projects,” said Lady Gaga. “The Haus of Gaga has been
developing prototypes in the vein of fashion/technology/photography
innovation–blending the iconic history of Polaroid and instant film with the
digital era–and we are excited to collaborate on these ventures with the Polaroid
brand. Lifestyle, music, art, fashion: I am so excited to extend myself behind the
scenes as a designer, and to as my father puts it–finally, have a real job.”

“Lady Gaga’s broad creative talents and the way she connects with her fans in her
own, unique manner made her a natural choice for Polaroid,” said Stephen Miller,
co-CEO of PLR IP Holdings. “Polaroid has had a special connection with its
customers for years, we are delighted to be partnering with Lady Gaga to continue
with that tradition and bring new and exciting products to the next generation.”

The partnership with Lady Gaga is the most recent in a string of partner
announcements by PLR IP Holdings, LLC (PLR), the new owner of the Polaroid brand.
In the past six months, PLR has assembled a family of Polaroid partners for product
development, marketing distribution and licensing. Building upon Polaroid’s rich
history, the Polaroid partner network will support fans and users of classic
Polaroid products and deliver new Polaroid products to a new generation of Polaroid
customers while staying true to Polaroid’s long-standing values of fun and
simplicity.

New products by Polaroid and Lady Gaga are to hit retail shelves starting in late 2010.

ABOUT LADY GAGA
Lady Gaga exploded onto the global cultural landscape last year with her massive pop
anthems and her fashion-forward aesthetics. Worldwide she has sold more than eight
million copies of her debut album, The Fame, and more than 35 million singles,
making her music’s biggest breakout star of the last decade. She is the only artist
since the inception of monitored radio airplay to claim five #1 hits from a debut
album (“Just Dance,” “Poker Face,” “LoveGame” and “Paparazzi”). Her current tour
runs through January 2010 and it follows the release of her new album The Fame
Monster. Lady Gaga has also designed her own line of headphones, Heartbeats by Lady
Gaga (part of the Beats by Dr. Dre family.)

ABOUT POLAROID
Across several generations, people regard Polaroid® as one of the most trusted,
well-respected and recognizable names when it comes to instant photography. Polaroid
began more than 70 years ago with polarized sunglasses, evolved into instant film,
camera and camera accessories, and in recent years has expanded well beyond into
flat panel televisions, portable DVD players, digital photo frames, digital HD
camcorders, waterproof digital cameras and more. People can expect to see new
products from Polaroid that will deliver the fun, instant gratification and value
that the brand has long stood for. Polaroid is registered trademark of PLR IP
Holdings, LLC. For more information, visit
www.polaroid.co