ViacomCBS partners with Tony Bennett, Lady Gaga for global cross-brand takeover

Sweeping partnership covers multiple projects across CBS, MTV Entertainment Group & Paramount+

ViacomCBS has announced a first-of-its-kind talent partnership with icons Tony Bennett and Lady Gaga. The new and expansive deal covers multiple projects across the global entertainment and content company’s portfolio, including CBS, MTV Entertainment Group and Paramount+. This initiative ties in with Bennett and Gaga’s new album, Love For Sale, the new collaborative album from Tony Bennett and Lady Gaga, will be released on October 1st on Columbia Records/Interscope. A celebration of the Cole Porter Song book, the album will be Bennett’s last studio and is the culmination of Bennett and Gaga’s 10-year recording history. Their duet and title track “Love For Sale” will be released globally this Friday, with the accompanying video releasing as part of an MTV Global premiere starting at noon ET.

“We are honored to partner with the legendary Tony Bennett and the iconic Lady Gaga for ViacomCBS’ biggest cross-platform music talent collaboration to-date” states Bruce Gillmer, Chief Content Officer, Music, Paramount+ and President of Music, Music Talent, Programming & Events, ViacomCBS. “With the sweeping range of our unique brands and platforms, ViacomCBS offers an unparalleled one-stop shop for artists to showcase their global music releases and creative content of all varieties.”

“The ViacomCBS 360 partnership is innovative and clearly ahead of its time. It serves as an indication of what the future holds for the entire entertainment industry at large. The ‘one stop shopping’ aspect of the partnership gives us the unprecedented ability to seamlessly launch and market Love For Sale on a global basis,” states Danny Bennett, son and long-time manager of Tony Bennett. “Bob Bakish and Bruce Gillmer understood and shared our vision and the historic nature of this project. Tony Bennett’s resurgence began in the 90’s with his MTV Unplugged and it’s timely that the last chapter ends on the same note.”

“MTV has been part of Tony Bennett’s story since the 90’s, and has been the home to some of the most iconic Lady Gaga moments consistently over her career,” adds Bobby Campbell, Lady Gaga’s manager. “We are proud to partner with ViacomCBS to bring the experience of “Love For Sale” to the world across platforms and generations.”

The ViacomCBS partnership includes multiple exclusive global premieres, including the upcoming debut of “Love For Sale” via MTV globally. Following MTV’s first-look at Tony Bennett & Lady Gaga’s newest project with the world premiere of “I Get A Kick Out Of You,” MTV will air the global video premiere of the album’s title track, and additional songs to be announced at a later date, airing exclusively on MTV’s worldwide network of channels across 180+ regions with the support of the ViacomCBS Times Square Billboard.

One Last Time: An Evening with Lady Gaga & Tony Bennett is a new concert special honoring the musical legacy and enduring friendship of Tony Bennett and Lady Gaga that will air Sunday, November 28th at 8 pm ET/PT on CBS Television Network and available to stream live and on demand on Paramount+. Filmed at two sold out shows at Radio City Music Hall in August 2021 to celebrate Bennett’s 95th birthday, the live concert brings together the two incredible entertainers performing duets and solo songs honoring their shared love of the Great American Songbook.

MTV’s iconic Grammy and Emmy award-winning global music franchise, MTV Unplugged, returns for a very special evening with Tony Bennett and Lady Gaga. Taped earlier this summer in front of an intimate studio audience in New York City, the show will be a combination of duets and solo performances of songs from the upcoming album. The show is set to air later this winter.

Streaming exclusively on Paramount+ in 2022, a new documentary presentation, entitled The Lady and The Legend, will chronicle the making of Tony Bennett and Lady Gaga’s most recent album together and follows their unique and profound 10-year relationship while exploring their musically rich recording process. Combining hours of footage from the studio and on the road, the exclusive documentary provides an intimate look into a beautiful friendship and musical partnership that transcends generations.

Buddy Iahn
Buddy Iahn

Buddy Iahn founded The Music Universe when he decided to juxtapose his love of web design and music. As a lifelong drummer, he decided to take a hiatus from playing music to report it. The website began as a fun project in 2013 to one of the top independent news sites. Email: