 He theorized that after the perceived commercial disappointment with "Artpop", Gaga's management wanted to make sure of a comeback with "Joanne".Adding to this was the musical and stylistic change that Gaga underwent with the release, which would have confused her core audience and fans without promotion.Willman concluded that the promo would "provide a pre-Super Bowl primer to Middle America — that somewhere between the meat dress and the Tony Bennett collaboration, Gaga has settled into a middle path".