Leona Lewis is the latest star to utilize Grindr as a promotional tactic.
Following in the footsteps of Madonna and Nicki Minaj, Leona Lewis is hopping onto Grindr to push copies of her latest LP, 'I Am.' In a move arguably unbefitting of her public persona, Lewis has taken to the gay 'dating' app with a special offer - anyone who purchases her album through Grindr need only pay $3.99. Bargain.
The move comes as Leona struggles to sell her fifth studio endeavor, with the lead single "Fire Under My Feet" not managing to crack the top 50 in the UK and making no appearance on the Hot 100. Late last year, Lewis departed Sony records, where she signed after winning the UK X Factor in 2006, after some very public disagreements with label boss Simon Cowell about the direction of her career.
If you're left unconvinced by Lewis' online campaign, check out her performance of new single "Thunder" on Good Morning America this morning.
The song's a soulful, uplifting mid-tempo but it doesn't scream chart success. Hopefully it'll appeal to an audience more inclined to buy albums than singles and help Leona sell 'I Am,' because we're left a little skeptical as to how well her Grindr tactics are going to work.