• New York Post, Wednesday, March 17, 2010 10:56 AM

At least 10 brands appear in "Telephone," Lady Gaga's racy nine-minute video with Beyoncé, but one of them may be nearer and dearer to her pocketbook than the others. A source "close to the situation" tells Holly Sanders Ware and James Covert that Gaga has a financial stake in Polaroid that allows her to participate "in the future of the company in a meaningful way."

Without disclosing the details of her financial arrangement, Polaroid announced in January that Gaga would become the brand's "creative director and inventor of specialty products." Sources say, however, that the deal gives the 23-year-old singer/songwriter/performance artist far more than a cut of any revenue generated by Gaga-branded products, which are due out later this year.

"Telephone" also features Gaga's Heartbeats headphones, a collaboration with Dr. Dre, along with Virgin Mobile, the sponsor of her "Monster Ball" tour. "Brands that step up to the plate and pay -- and with Lady Gaga probably had to pay well -- have a bigger opportunity for people to pay attention," says GroupM's Mindshare consultant Steve Yanovsky.

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