Gaga’s management: a breakdown

[gagzus 24,133]

Now I know what you’re thinking from the title, no I’m not talking about a breakdown of management and client relationships. I’m on about a breakdown of how her management has worked throughout her career.

To start off to answer the question we always ask; “Does Gaga have more creative control now?” And the short answer is; Yes, she does. And that’s mostly thanks to the company her and Michael co-partnered called “Morningview LLC” and this company deals with her business ventures, business management and her marketing. Which means she gets final say on everything in her creative career now with the only exception being financial budgeting and (to a degree) scheduling. 
 

Back in the day Gaga was managed by Atom Factory, which Troy Carter ran and they handled everything for her; business ventures, marketing, PR and more. 

Troy was her manager, and (despite what people think) managers are responsible for “managing” schedules.
 

For example, as her CMO (Chief Marketing Executive) Bobby at the time would sit down and listen to Gaga’s creative ideas and translate that to her A&R at the time (Vincent Herbert) they  would then break that down into resources and they would involve Troy so they knew what Gaga’s schedule was so they could collectively establish when she would have time to say; do a photoshoot or an interview, or film a music video. Vincent would then make a budget for how much they would need and take it to Jimmy Iovine, who would then approve or deny the budget.
 

Afterwards it then trickles backwards, Bobby would setup dealings with design companies for websites or t-shirts or posters, he would pass on the info to her publicist who would arrange photoshoots, interviews, appearances etc and they would feed the schedules back to Troy who would then consult Gaga about it. His job was then to make sure she arrived at places on time and did the things they agreed to contractually.

That’s how Gaga’s (and most pop stars) careers used to work.

Gaga now has Bobby for her schedule and day-to-day management, doing Troy’s old job. Michael & Gaga jointly share her business and marketing decisions, and the Haus of Gaga is listed as her A&R now — so they send the budgets they want for her projects to her label. 

NOTE: this is all a simplified version of the processes, there’s more steps and people involved but this is the basic version.

So — no, Troy Carter isn’t responsible for Gaga’s success, and neither is Akon or KonLive. Troy was keeping her going, the rest made her concepts come to life and got her promotion opportunities.

Edited 34 minutes ago by gagzus

[Controversiaga 16,753]

All I know is I would be the perfect manager for her 

[gagzus 24,133]

Oh also she owns Lil Monsters LLC which is her publishing company now, so any music released under this — she owns her publishing and her masters. So in order for them to be used somewhere, she must be consulted about it and she gets royalties from the usage. 

Her PR is also separate from her management now, she is currently with ID PR — one of the most reputable public relations companies in the world. 

Edited 25 minutes ago by gagzus

[gagzus 24,133]

6 minutes ago, Controversiaga said:

All I know is I would be the perfect manager for her 

I mean if you can get sis on time and where she needs to be then yea you can diva

[Controversiaga 16,753]

5 minutes ago, gagzus said:

I mean if you can get sis on time and where she needs to be then yea you can diva

I would’ve made sure in 2025 she put out an album FULL OF SONGS that sounded like disease and abracadabra 

and then 6 months later released a follow up EP with the groovy stuff like vanish and zombieboy in time for the dead dance moment

lol actually if I was manger dead dance woulda NEVER happened

jfc where can I apply 

Edited 20 minutes ago by Controversiaga

[retrosexual123 1,136]

Tell us more about the business of Lady Gaga Inc sis 😘

I’m going to need a full profit / loss analysis. Thank you.

[gagzus 24,133]

3 minutes ago, Controversiaga said:

I would’ve made sure in 2025 she put out an album FULL OF SONGS that sounded like disease and abracadabra 

and then 6 months later released a follow up EP with the groovy stuff like vanish and zombieboy in time for the dead dance moment

lol actually if I was manger dead dance woulda NEVER happened

jfc where can I apply 

The way none of this is related to management and entirely down to marketing and business (which Gaga runs)  so you would’ve had to still manage her through all her decisions for Mayhem, the creative wouldn’t change. 

[gagzus 24,133]

13 minutes ago, retrosexual123 said:

Tell us more about the business of Lady Gaga Inc sis 😘

I’m going to need a full profit / loss analysis. Thank you.

I wish I knew that in depth haha, but I do know her generation of artists was the last set of artists who have gathered enough generational wealth to go entirely independent tomorrow should they choose. 

Even artists like Billie Ellish and Ariana Grande, will never be able to do it because of how contracts work now. Gaga took nearly 20 years to get a publishing company for example. But that was because the shares of physical CD sales were key in the physical media era. Gaga made about 30% of every dollar spent on her music back in the day which gave her a massive head start financially to get things like Morningview and Lil Monsters off the ground.

Nowadays you don’t even earn 10% of every dollar spent. And streaming is even less, it’s like 1% of a dollar.  

debate over masters and publishing is huge after people like Prince made such a big deal of it decades ago. Now contracts are airtight for ownership of masters and publishing. Taylor Swift was lucky because the public’s perception absolutely helped her get her masters and publishing back. That and how her old contracts would’ve worked.

People like Gaga, Beyoncé and Taylor Swift are considered as profit artists. Their labels make more profit, quotas and shares from their involvement than the artists do. When you start out you need the corporation more than it needs you. But when you’re a legacy/pedigreed act — you don’t need them at all and their profit margins rely on you. 

If Gaga left Interscope tomorrow they’d lose a MASSIVE amount of revenue. That’s why they seemingly give her good budgets consistently over the years. Because if Gaga left, they can’t sign another Gaga out of thin air because all the other artists of her stature are either independent entirely or comfortable in their label contracts. 

Edited 1 minute ago by gagzus