Katy Perry has always been bold with her fashion and innovative in her marketing strategies. At the 2024 MTV Video Music Awards, that went to another level when a one-of-a-kind design on her lower back showed up as a QR code tattoo. The wild fashion statement served a very functional purpose: connecting her fans directly with a presave website for her album “143,” scheduled to release September 20, 2024.
The placement on her lower back was a playful wink to the “tramp stamp” trend, which has seen a resurgence in recent years. This is representative of Perry’s bold and innovative style; through fashion and body art, she often makes statements regarding identity and self-expression.
The temporary tattoo was designed to appear real but was actually planned in such minute detail as to be functional and aesthetic. Perry’s team had previously tested it a number of times to make sure it actually worked when scanned. For the VMAs, she had worn a back-baring tattered dress by Who Decides War-which showed off the QR code tattoo.
The fans were scrambling to scan the code to interact with the tattoo during the event. Perry said, “I know you scanned me up and down, but did you SCAN me?” It is an engaging way she interacted with the audience; such was added to the delight of the moment. So cial media blew up as people across the globe dug into their phones, scanning the QR code to share excitement over the new album.
The tattoo was complemented by Katy’s decision to wear an outfit that has a wet look with a futuristic style, which made her one of the most memorable figures on the red carpet. The creative mix of fashion and technology called attention and raised questions regarding loosening celebrity branding and fan engagement in this digital age.
Katy Perry’s new album “143” is an upbeat, dance-pop record full of love and joy. The title “143” stands for the numerical code from the letters in “I love you,” which should be Katy’s symbolic “angel number”. She wanted the album to be a celebration of love and joy, reflecting her personal experiences and just how happy she feels in her life right now.
For “143,” Katy has teamed up again with some of her old collaborators like Max Martin, Dr. Luke, and Stargate, but this time with new guest interpretors such as Vaughn Oliver and Rocco Did It Again.
The album will feature guest appearances, including Kim Petras, JID, 21 Savage, and Doechii. Three singles have been released up to this point, starting with “Woman’s World” on July 11, 2024, “Lifetimes” on August 8, 2024, as well as “I’m His, He’s Mine” featuring Doechii on September 13, 2024.
Katy absolutely stole the night at the VMAs in 2024, after her acting out the whole medley of her greatest hits and getting one of the most prestigious awards, Video Vanguard Award, given by her husband Orlando Bloom. The QR code tattoo added just another layer of excitement to the already memorable night.
The innovative move by Katy Perry allowed her to increase publicity for her album while signaling how creative and marketing-savvy she is. With a tattoo of a QR code, she could build excitement and engage in an absolutely unique and interactive way with her fans.
