Bobby Campbell had spent about 18 months putting together a #Chromatica campaign that Interscope Records chairman/CEO John Janick calls “one of the best rollouts planned for an album ever”; soon, Campbell remembers, “all these things were just evaporating before our eyes.” But then the pandemic happened and there would be no iHeartRadio Music Awards performance, no surprise Coachella set. Plans to shoot more music videos had to wait, and some brand campaigns were postponed. “It was going to feel like a blockbuster movie coming out,” says Bobby Campbell. Chucking an album out on the internet, surprise-release style, has never really appealed to an artist like Gaga.