Lady Gaga is a marketing talent, mainly an Internet marketing talent. I like the fact, that in this Internet world, she pays so much attention to music videos which are traditional musician marketing tool and the fact, that she made new digital marketing tool out of it.
In the past, MTV sold a lot of musicians. People saw a music video, then they saw it again and again and then they started to love it and buy it. But now, there is a lot of reality shows on MTV and the chance of seeing music video is pretty small. If there is somebody curious about Lady Gaga’s new song, he or she will not wait in front of MTV to catch it. There is YouTube where everybody can find it whenever they want and watch it as many times as they wish. The house of Lady Gaga understands the benefits of YouTube and made videos especially for the Internet. Her videos are so long no music channel will play them in its full length, but it doesn’t matter on YouTube, where you can watch them whenever you have time. She doesn’t do classic videos but Internet mini series instead. Madonna and Michael Jackson were MTV stars, Lady Gaga is a YouTube star.
Every time Lady Gaga is going to realise a new song, she makes a big buzz about it. It doesn’t matter what you think of the songs, it’s obvious that her videos are entertaining, made on high professional level and they look pretty expensive. In the 9 minute video Telephone which featured Beyoncé, there were many references to pop culture. For example movies, comics, other singers, fashion creations and a lot of product placement. This started a vast discussion on how many products and links people could find in the video and views of the song were rising.
When preparing her latest song “Marry the Night”, Lady Gaga performed it wherever she could and she was talking about it constantly. And also she released the Prelude pathétique, an intro to the song, two weeks before she released the song. In doing this she was able to generate a huge amount of hype. Not only her fans, music critics, bloggers and competitors eagerly awaiting it, but thanks to her great fashion director Nicola Formichetti, there was a huge amount of fashion lovers, who wanted to see what she would wear. After all, in the prelude, she talked about next season Calvin Klein, shoes by Giuseppe Zanotti, a french look and a great ass. She released the 14 minute long music video full of links to pop culture on December 2. Now, eight days after, it has over 15 million views.
My point is, you don’t need to quit traditional techniques when you want to do something new. You just need to find out, how you can change it, to make it much more modern and attractive. It is not easy but many brands do it very well. For example the fashion brand Burberry. Their runway show in Beijing was really untraditional (and very shareable) with a special holographic catwalk.
If you don’t want to spend time watching the Marry the Night, you should just go through the fashion credits. Many people who are interested in fashion did just that. And many of them watched this 14 minute long Lady Gaga commercial.
I watched it, I loved the product placement, I loved the cross-marketing and of course the Giuseppe Zanotti shoes.