Forbes: How Lady Gaga Co-Marketed New Album ARTPOP With Diehard Fans

[Leaf 2,429]

So how exactly does one approach their first set of new music in two years and after a lengthy absence from the limelight?

If you’re Lady Gaga, then you leverage the strategic asset you have been building for years: your passionate fan base, the Little Monsters. They number in the tens of millions, with over 40 million fans on Twitter and 60 million on Facebook. These fans have been beside themselves about the new music and were eager to help get the word out. Over the summer, with no prompting from Gaga or her record company, fans have been making homemade album flyers and posting them in cities around the world. A few fans in the U.S. started a YouTube show in February called Radio ARTPOP to discuss the upcoming album and to keep other fans excited about its far-off release.

Gaga decided to engage her “One Percenters,” approximately 1% of her total audience, who are the diehard diehards, in order to get the fan base fired up. She did this in three ways:

Hire your biggest customer evangelists. She invited one of the moderators of fan website, GagaDaily.com, to join the Haus of Gaga, the pop star’s exclusive inner circle of creatives, including her choreographer, stylist, make-up artist and set designers.

Create buzz through customer word-of-mouth networks.

Give One Percenters the spotlight.

Gaga is also pursuing more mainstream ways of promoting the album, such as putting the first single “Applause” into a Kia car commercial and doing numerous press interviews around the world. But she understands the power of involving one’s best customers in marketing a new album as well.

Your diehard customers, the One Percenters, want to share the product/service/company they love with others, and they want their friends and family to enjoy it as well. These customers love what you do and they want to help spread the word. Just ask them.

Read full: http://www.forbes.com/sites/jackiehuba/2013/11/10/how-lady-gaga-co-markets-new-album-ARTPOP-with-diehard-fans/#177f805e6730

[rivingtonrebels 245]

why are you posting all this old stuff

[Katie14 4,828]

which mod got hired?

[Doncho 27,241]

Lol are we in 2013 again? 

[Computer 10,973]

5 minutes ago, Katie14 said:

which mod got hired?

Emma, right?

[Leaf 2,429]

4 minutes ago, Katie14 said:

which mod got hired?

Emma

[Altair 2,000]

didnt she name her wheelchair emma?

[malazam 15,710]

30 minutes ago, Altair said:

didnt she name her wheelchair emma?

Yes. 

[13VictorC 1,102]

Can't say it really worked. 

ARTPOP would've been a really big era if Gaga had been able to do what she envisioned.