Why did MTN underperform?

[Noir 15,808]

It was the fifth single on an already successful album. 

The video was incredibly long for a pop video. Great for fans, but for the GP and TV channels was problematic. By the way MTN is my favourite of all time so it's not shade. 

It had plenty of performances so I don't think that was an issue. 

I'm not sure. I just think it was not dumbed down enough for the public lol. I know that sounds awful but it's lowkey true. 

[Cookie Tookie 10,546]

20 minutes ago, Phlop said:

It’s not a good song and bad video 

Phlop

[LilyLark 9,968]

Public had started to turn on her at that point...although the full backlash didn't hit until ARTPOP. It also wasn't terribly radio friendly.

*Nowadays, scandals and backlash and all that are easier, in some ways, to bounce back from because social media partially drives the entertainment news cycle and is always fixated on the next, shiny new thing to digest. But back in 2008-2013, when social media was nowhere near as popular, the blogs/grocery store tabloids would stick to the same story for a long time...and back then "Gaga's x or y or z" was one of the focuses."

[TSUNAMI 20,670]

Marry The Night was free with the Facebook app Farmwulle. It was used as a promo prealbum. That's y. 

[djBuffoon 12,030]

30 minutes ago, Alvaro Moreno Ullrich said:

The lack of taste of the GP

That was my first thought too. But, when I thought about it, I don't recall speaking to any casual listeners who had even heard the song during its radio cycle. Perhaps it was the rollout, the esoteric video, Gaga fatigue with the GP, or a combination of all those reasons.

Those who are blaming it on the song should get their ears checked.

[KORG 4,756]

Most of the video is dancing in a dance studio. The song is tinny-sounding. Its too long. Its just not very good.

[River 108,648]

The song might be a fan favorite and maybe one of her best songs, but for the GP is just not, the song is too noisy and all over the place.

and I still don't know why does she wants to "burn a wh-re on the road", poor wh-re..

[MANiCURE 6 10,238]

53 minutes ago, Phlop said:

It’s not a good song and bad video 

[Mister Gaga 22,360]

She was very, very overexposed. By that time, all eyes had been on her for 3 years straight, never taking a break from radio/public eye. It was too much to ask for a fifth single

[Esteban 2,295]

6 minutes ago, River said:

and I still don't know why does she wants to "burn a wh-re on the road", poor wh-re..

Your answer 

 

[The Clown 539]

Okay, so, as a disclaimer: MTN is my favorite Gaga song and MV ever. I love it to death and I love BTW; it's easealy my favorite album from her. I'm not writting this to hate on Gaga's work, I'm just trying to paint an accurate picture of the events that lead to Gaga's first single to miss the Billboard Hot 100 top 10.

 

Here's the tea... 

 

People tend to forget it now, because when you strip away all the context and you're left with just the receipts, Born This Way looks like a highly successful era.

 

But anybody who was a Monster back then knows that, at the time, BTW was regarded as a huge underperformance by Gaga's standards. The consensus was that it was a frontloaded mess that destroyed her "coolness" in the eyes of the GP.

 

The first thing to understand is that The Fame/The Fame Monster era was absolutely huge. As in, no other pop era after it came close to the level of dominance it had. Not TD, not 21, not 1989, not WWAFA,WDWG?, not TUN. Nothing. Gaga was a cultural phenomenon, she was the moment and she was redefining the game. Check out Google trends in you want to see just how insane the fascination with Gaga was at the time.

 

Why was TF/TFM era so successful? Well, it was mostly because Gaga's novelty and shock factor. Don't get me wrong, the songs were and still are bangers, but there were many girls releasing good dance music at the time. Gaga stood out because of her neverending, everchanging wardrope. Some of her looks are comparable to her biggest hits when it comes to GP familiarity.

 

Born This Way was largely expected to continue and even top that hype. It was promoted like no other album in recent memory; billboards, radio deals, multiple live performances on the highest rated TV shows. So how did it perform?

 

The lead single, while being straight up unstopable in its first month, quickly stumbled down the charts and ended up behind her other leads, despite the heavier promo and better debut that it got. Judas was regarded as the first real "flop" of her career at the time, only being able to spend one week in the top 10. TEOG was a big, organic, worldwide hit, but still lacked that buzz that songs like Paparazzi or Telephone managed to create with their videos and/or live performances. Yoü And I was a cute US hit, but made no noise anywhere else.

 

Fashion wise, she didn't make as much noise either. BTW has some iconic looks, but they are few and far between compared to TF/TFM. The most recognizable look is probably the 2011 Grammy vessel and horns. It's a great one, but it's nothing compared to the meat dress or even the hair bowtie of The Fame era.

 

Gaga's public image deteriorated heavily during this time. On one hand, she commited the sin of bringing politics to the table -- which people generally do not like. It, of course, prompted a backlash from conservatives, but also from some members of the LGBT community, who questioned her sincerity. The Madonna controversy did not help in that regard.

 

In the meantime, Gaga lost in every relevant metric -- singles, albums, touring -- to other girls: Katy, Adele and Madonna respectively. Gaga's hold of the pop industry was rapidly declining and news outlets were quick to notice. Bad publicity was starting to build up. And there was lots of frustration building up after almost 3 years of overexposure.

 

Gaga went from the IT girl, media darling, award show-sweeping artist, to a pretentioue fad who lacks Adele's pipes, Katy's likeability, or Madonna's lasting cultural relevancy. She was seen as over the top, annoying and dusional artist that uses plagiarism, gimmicks and fake woke politics to make a quick buck.

 

So, finally, Marry The Night is released. At this point, Gaga was not only overexposed like crazy, but also didn't really produce any kind of buzz, outside of generally negative press. A fifth single from an underperforming album with a weird artsy MV that was also not too radio friendly was just set up for disaster.

[flyaway 15,350]

In a way I'm glad it did because then it'd have been overexposed just like Born This Way was.

And in certain way I like when songs are not as popular or as known by non fans. So I'm glad we can regard this song as a special thing that goes beyond being a hit. It's our thing. 

[RichAssPiss 4,773]

Fatigue with the album, no major TV appearances (You and I only went top 10 after the VMAs), and I think the label was done with promo and let her make the video as an indulgence. They had wanted to co-release Marry the Night in Europe simultaneous to You and I in America but she fought that idea. I don't think they were really pushing it that hard and she had this idea she would release like a dozen singles from the album and they were maybe ready to let that dream die. 

[27monster27 12,037]

7 minutes ago, The Clown said:

Okay, so, as a disclaimer: MTN is my favorite Gaga song and MV ever. I love it to death and I love BTW; it's easealy my favorite album from her. I'm not writting this to hate on Gaga's work, I'm just trying to paint an accurate picture of the events that lead to Gaga's first single to miss the Billboard Hot 100 top 10.

 

Here's the tea... 

 

People tend to forget it now, because when you strip away all the context and you're left with just the receipts, Born This Way looks like a highly successful era.

 

But anybody who was a Monster back then knows that, at the time, BTW was regarded as a huge underperformance by Gaga's standards. The consensus was that it was a frontloaded mess that destroyed her "coolness" in the eyes of the GP.

 

The first thing to understand is that The Fame/The Fame Monster era was absolutely huge. As in, no other pop era after it came close to the level of dominance it had. Not TD, not 21, not 1989, not WWAFA,WDWG?, not TUN. Nothing. Gaga was a cultural phenomenon, she was the moment and she was redefining the game. Check out Google trends in you want to see just how insane the fascination with Gaga was at the time.

 

Why was TF/TFM era so successful? Well, it was mostly because Gaga's novelty and shock factor. Don't get me wrong, the songs were and still are bangers, but there were many girls releasing good dance music at the time. Gaga stood out because of her neverending, everchanging wardrope. Some of her looks are comparable to her biggest hits when it comes to GP familiarity.

 

Born This Way was largely expected to continue and even top that hype. It was promoted like no other album in recent memory; billboards, radio deals, multiple live performances on the highest rated TV shows. So how did it perform?

 

The lead single, while being straight up unstopable in its first month, quickly stumbled down the charts and ended up behind her other leads, despite the heavier promo and better debut that it got. Judas was regarded as the first real "flop" of her career at the time, only being able to spend one week in the top 10. TEOG was a big, organic, worldwide hit, but still lacked that buzz that songs like Paparazzi or Telephone managed to create with their videos and/or live performances. Yoü And I was a cute US hit, but made no noise anywhere else.

 

Fashion wise, she didn't make as much noise either. BTW has some iconic looks, but they are few and far between compared to TF/TFM. The most recognizable look is probably the 2011 Grammy vessel and horns. It's a great one, but it's nothing compared to the meat dress or even the hair bowtie of The Fame era.

 

Gaga's public image deteriorated heavily during this time. On one hand, she commited the sin of bringing politics to the table -- which people generally do not like. It, of course, prompted a backlash from conservatives, but also from some members of the LGBT community, who questioned her sincerity. The Madonna controversy did not help in that regard.

 

In the meantime, Gaga lost in every relevant metric -- singles, albums, touring -- to other girls: Katy, Adele and Madonna respectively. Gaga's hold of the pop industry was rapidly declining and news outlets were quick to notice. Bad publicity was starting to build up. And there was lots of frustration building up after almost 3 years of overexposure.

 

Gaga went from the IT girl, media darling, award show-sweeping artist, to a pretentioue fad who lacks Adele's pipes, Katy's likeability, or Madonna's lasting cultural relevancy. She was seen as over the top, annoying and dusional artist that uses plagiarism, gimmicks and fake woke politics to make a quick buck.

 

So, finally, Marry The Night is released. At this point, Gaga was not only overexposed like crazy, but also didn't really produce any kind of buzz, outside of generally negative press. A fifth single from an underperforming album with a weird artsy MV that was also not too radio friendly was just set up for disaster.

Pretty much this.

Her and her management should have:

1. Not overhyped BTW.

2. Not overpromoted BTW.

3. Made TEOG the second single.

4. Not released the second single only two months after the first.

5. Had the album come sooner (about one month).

6. Not done the final leg of the Monster Ball 2.0.

[Guest]

The world wasn’t ready for that masterpiece yet. 

I seriously think it was overexposure. She had released 6 singles that year and the later you are in an era, the likelier it is that singles don’t perform to their fullest potential.