Lady Gaga has unveiled an innovative collaboration campaign with Mastercard campaign that not only showcases her artistic prowess but also actively involves her fanbase in a unique and interactive way.

Premiered during the 2025 Grammy Awards on February 2, the "Abracadabra" music video is a visual spectacle that features intricate choreography by renowned choreographer Parris Goebel and is co-directed by Gaga herself alongside Bethany Vargas. The narrative delves into the duality of Gaga's persona, portraying a battle between her artistic self and a red-clad alter ego named Mayhem, symbolizing her internal creative struggles. 

In conjunction with the video's release, Gaga has partnered with Mastercard to launch a fan-centric campaign that offers a once-in-a-lifetime opportunity. where they are encouraged to showcase their dance moves by recreating their favorite parts of the "Abracadabra" choreography. To participate, individuals can submit their dance videos on platforms like TikTok and Instagram using the hashtag #MastercardGagaContest and by registering their entry at priceless.com/gaga. Fifteen winners will be selected to feature in a special fan edition of the "Abracadabra" music video. Additionally, these winners will receive an exclusive invitation to Lady Gaga's "Club Mayhem" dance party, complete with a two-night travel package and a $250 prize. 

Videos can be a maximum of one minute long and group videos can include up to three dancers total; if all members of the group do not submit, the entry will be disqualified. The competition is for U.S. and Canada residents only. Visit here for full official rules.

As part of this collaboration, Mastercard is offering fans exclusive behind-the-scenes content that delves into the making of the "Abracadabra" music video. This includes insights from Gaga herself on her creative decisions regarding hair, makeup, wardrobe, choreography, and more. This initiative aims to bring fans closer to the artistic process and celebrate their passion for music and dance.