Gaga, Oooh La La: Why the Lady Is the Ultimate Social Climber (via AdAge.com)
Artistic phenomenon Lady Gaga doesn't show any signs of stopping. Her interstellar looks and brilliant madness at the Grammy Awards, MTV Music Video Awards and her creative performances at other live audience gigs have got her fans hooked and following her wherever she goes. She does not disappoint.
How did she become so famous so quickly? It wasn't just talent that did it. Rather it was the way her Star Power was catapulted into prominence over social media. A recent article on Lady Gaga by AdAge.com examines how the Lady's brand and fame increased in proportion to audience demand, all in a short period of time.
LINK: http://adage.com/digitalalist10/article?article_id=142210#
One of Universal Music/Interscope Records' best moves was to plant Lady's Gaga's newest music video, "Bad Romance" on their website, waiting for her closest fans to spread the word on her video in a giddy rush, crashing the giant Universal Music server, leading to the creation of fresh links to copies of the video across Youtube. There's also a fascinating literary and visual portrait of the artist on LadyGaga.com. The lesson is far-reaching. A formal website may seem unnecessary, but it is smart for any "social climber" to have a more in-depth, non-Twitter home base to release and promote new material.
I attended a bachelorette party in late December where one of the bridesmaids whipped out her laptop to play "Bad Romance" (still new at the time), "Paparazzi" and other Lady Gaga hits from Youtube. Her choice lacked the convenience of a CD or mp3, but it didn't stop any of the girls from shimmying or rocking to the music any less.
The article claims that we won't see Lady Gaga making direct endorsements or show up on on any packaging materials anytime soon. She does consult with Universal Music and other brands like Viva Glam and Polaroid, where her artistic eye is redesigning the role of existing products in pop culture. If she runs out of musical ideas in five years (unlikely), she has a strong Plan B.
Smart Lady.
- Shaili
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