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Lady Gaga Case Study.docx - Overview The way music is...

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Overview The way music is perceived in present times is nothing compared to the past. Now people see music as a way of life. Without it most people can’t function properly. A recent encounter with a music addict confirms this statement. Few weeks ago, while working on our proposal video, we were forced to question on of the building on the reason why she had music playing in her ear while she cleaned the facility. Her response was simple and direct. “Music relaxes me and enables me function effectively”. Remembering this one singular encounter and discussing it amongst ourselves actually allows us see music differently as a way of life. The case study discusses the dilemma faced by Troy Carter, manager of a nascent pop star Lady Gaga. The dilemma arose a week after the MTV Video Music Awards. Gaga had planned to co- perform at a high-profile arena tour with hip-hop artist Kanye West. But at the VMA, West crashed at the stage just when the first award of the VMAs was being presented for Best Female Video to Taylor Swift. West had cut-off Taylor Swift, grasping the microphone from her and remonstrating in support of the singer Beyoncé, thereby shocking many music industry insiders and producing disappointment among the TV audiences worldwide. As the rapper was formerly known for many scandalous issues like such, the media then stormed over West to take a pause from the music industry and abandon the tour that had months of planning on the backhand. Carter was now required to revise the touring plan and this was a very difficult task because continuing the tour alone; with the single singer Gaga was going to be a risky alternative. Artist at their beginning stages are not able to perform on these arena tours alone and make them successful. And if this tour fails it will seriously hurt Gaga’s image. Gaga had already spent $4 million and cancellation of the tour will waste all that money. Adjusting the tour also had issues such as it will threaten the promotion of her imminent second album “The fame Monster” and
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the group only had some weeks to revise their stage production. Carter also had to consider the implications of revision of tour plans for Gaga’s partners in the arena tours, including the concert promoter Live Nation and the William Morris Endeavor agency.
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  • Spring '10
  • WYATT
  • Kanye West, The Fame, MTV Video Music Award for Best Female Video, 2009 MTV Video Music Awards, MTV Video Music Awards

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