4 Things We Can Learn From Lady Gaga Launch: Momentum, Integration, Fans & Love
The launch of the new Lady Gaga album was probably planed more thoroughly than the Normandy invasion. There were so many facets to it that Monday's Hypebot felt a bit too much like the All Gaga All The Time News Channel. Whatever you think of Lady Gaga and her music, there is much that any musician or music marketer can learn from this week's multi-platform marketing blitz.
“She’s mastered the art of [the] launch,” Alexa Scordato, a Gaga fan, digital strategist and community manager for MAT@USC told Mashable. “Every new video or album release is always an event. She and her team recognize that millions of views or album sales don’t come overnight.”
Scoradato's Lady Gaga launch takeaways are:
- You need to build momentum with elements of surprise along the way.
- Integrate. Make sure all your marketing channels are working together to promote a single brand identity and message.
- Use your fans as your best marketing asset. Encourage and remind them to tell your story and never forget to thank them along the way.
- Give people something to love. If you can do that, you’ve won half the battle.
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Or just sign into a 360 deal where you share the profits of all your profits from every medium and then in turn they invest millions of dollars in advertising and marketing with scores of people handling it all for you. No… NO, Hypebot! Do not support the idea that if indie musicians follow these simple rules, they too can be successful stars. The people who promote these ideas just want others or themselves to believe that Gaga or whoever is on a label with millions invested in them that they are still musicians of the purest sense and that they have the indie cred and know how making them more respectable and not products. The reality is money walks and bullshit talks. That’s not to say that thhe service you are selling shouldn’t be of high enough quality to sell in the first place, but even tons and tomns of connections and money can move mountains or topple regimes.
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I don’t think Hypebot is implying that if you follow these 4 simple rules, you’ll be the next Lady Gaga. I think all they mean is that any band launching an album who ignores any one of these things might have trouble having a successful launch.
You are right Matt. I almost never beleive there there is one right way. Isn’t that the beauty of the new music business paradigm.
But I do think that Gaga’s camp did a lot that was very smart – a long multi-platofrm buildup and use of her rabod fan base. And I believe in being a student of the entire music business – learning from everywhere.
This album launch has been so successful not because ““She’s mastered the art of [the] launch,” I am pretty sure that art was mastered many years ago. Remember Madonna, Michael Jackson, Guns’n’Roses or any other Global Number 1 Album of the past 25 years.
This album launch is just another example of what a major label, Universal Music in this case, can do when they designate an artist and an album a Global No.1 priority and also have the following.
1. A cooperative and hard working artist.
2. A great 360 deal which allows everyone including the Label to make the P&L work.
3. Great music of course.
4. A Global team of marketers who have the time to be dedicated to this project and the experience of other successful launches.
5. Money, lot’s of it.
And not necessarily in that order.
Your list of four could just as well be applied to a movie a video game, DVD launch, pretty obvious marketing that anybody who calls themselves a Music marketer should already know.
As Paul Simon said “every generation throws a hero up the pop charts”
Disgusting. So someone that puts out garbage music and devalues it to $1, and behold, sells millions.
I agree with Alex. I liked first works of gaga, ber looks, personality and the top class marketing involved. And arrangements and songs were fine. But please don’t tell me that this new album is food Music cause is totally garbage. Songs are bad arranged, charmless and video and melody copied exactly the same from madonna. For me gaga is already fading. Only one thing could save her: better songs!