We typically don't cover all things bubblegum pop, but everything we're hearing about this new Katy Perry record suggests this new era of the Teenage Dream singer's career may be her most important chapter. And only a few days in, she's already killing it with the marketing efforts.

Following Monday's golden semi truck driving through Los Angeles to announce Perry's forthcoming Prism record, the pop star has confirmed rumors that her first new single, "Roar," will arrive on Aug. 12. In another brilliant-yet-simple move, she released a brief teaser on Friday, in which she burns the blue wig that became synonymous with her name following her last album.

Perry earlier this year suggested the new record will not be the candy-coated, sugary stuff of her previous set, instead veering in a "darker" direction. She has also confirmed having worked with producer Dr. Luke and Australian singer-songwriter Sia Furler, whose work has been consistently excellent. Perhaps this is going to be a more mature offering?