You can't buy cool, but Google is determined to try. At its annual Google I/O conference in San Francisco, the company is unveiling a music service, and Fast Company hears that Lady Gaga is already shooting ads for it.

Google is trying to break into the music business. But the squeaky-clean company is aiming at a very grungy market, as Oscar de la Renta-wearing VP Marissa Mayer discovered during a recent — ultimately contentious — radio appearance.