lady gaga analysis final.docx - Lady Gaga Case Analysis Chelsea Raney MRKT 5500 I Executive Summary Lady Gaga is an accomplished musician and a very

lady gaga analysis final.docx - Lady Gaga Case Analysis...

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Lady Gaga Case Analysis Chelsea Raney MRKT 5500
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I. Executive Summary Lady Gaga is an accomplished musician and a very well-known pop artists throughout the world, but her step to stardom did not come without its fair share of difficulties. This case study focuses on Lady Gaga as a risk taker and her pursuit in creating her first solo tour in 2009. At this point, Gaga was relatively inexperienced as an artist and had only just emerged into the music industry in late 2008. During this time, the music industry received income through two channels; selling recorded music as songs or albums and selling live music as tickets to concerts. In order to set Lady Gaga up for success, the proper strategies had to be active. She was heavily promoted by her unique costuming and makeup, strong performing skills, and outrageous personality, which easily set her up to attract the attention she needed to make a statement. II. Situation Analysis Early on in her career, Lady Gaga went through many setbacks and even one of her most famous songs, Just Dance , could not even find its way onto a radio playlist. Her manager decided to focus on building a fan base from the ground up and begin by having Lady Gaga perform at smaller venues. Next, her team choose to use social media as a platform because of its recent appearance during that time period. Online outlets were used as massive advertising strategies in order to put her talent in front of as many viewers as possible. These tactics proved to pay off when Gaga’s hit single, Just Dance , became number 1 on the Billboard Hot 100. She would go on to have a sensational performance at the VMA’s and had planned a tour with one of the most
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popular names in hip-hop, Kanye West. By late 2009, Lady Gaga had one of the most
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