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Lady Gaga dumps .org for freebie new gTLD

With all the recent headlines about celebrities who feel compelled to protect their personal brands in .porn and .sucks, it’s worth noting that celebs also find new gTLDs useful.
Lady Gaga has re-domained her Born This Way Foundation non-profit, dumping a .org for a domain in the new gTLD .foundation.
The old, which still tops Google searches for the organization, now redirects to
The domain was registered April 1.
Donuts tell me the foundation is not paying for the domain, but declined to comment on whether the registration was as a result of some kind of registry marketing.
Born This Way Foundation was set up by pop singer Lady Gaga at the .org address in 2012.
I’d like to tell you what the foundation does, but unfortunately its web site contains nothing but impenetrable PR waffle.
Something to do with “supporting the wellness of young people and empowering them to create a kinder and braver world” and “shining a light on real people, quality research, and authentic partnerships”.
Nevertheless, it’s associated with Lady Gaga, who is just about as high-profile a celebrity as they get.
It’s a potential awareness-raiser for a gTLD with about 5,200 registered names.