Friday, March 12

Lady Gaga's "Telephone"


I was admittedly a late comer compared to some others, but she had me at "Bad Romance" and I have been in deep ever since.

Lady Gaga has revitalized creativity in the music industry, heck in any industry for that matter. And her latest video and hit single with Beyonce firmly cements her as a pop culture icon and takes her and her craft to a level never reached before.

Think the vocals of Donna Summer and Barbra Streisand in "Enough is Enough" combined with the entertainment of Michael Jackson in "Thriller" combined with the costumes of Cher in "Half Breed".

"Telephone" is a WOW, right after "Bad Romance" wowed us.

But beyond the great pop music, the incredible video production, and the elaborate costumes/accessories is clearly a marketing machine in force. Makes Madonna look like a freshman.

First of all there are once again all the product placements. Virgin Mobile scores big, particularly given the title of the song. But there are many others too, including Polaroid for whom Lady Gaga is now the creative director for a line of co-branded products the team is developing. Did you catch Wonder Bread?

And then secondly is the marketing for Gaga herself. Amazing. The woman writes, creates, and markets herself like no other. LIKE NO OTHER. She has become a brand with her own unique brand offerings. She has even branded her fans as "Little Monsters", coined from the album title "Fame Monster". Gaga also recently collaborated with Cyndi Lauper for a MAC Cosmetics charity project.

Even if you are not a fan, you absolutely have to respect her for her marketing abilities.

Take a look at "Telephone" with Beyonce here: http://www.ladygaga.com/telephone/#
(props to Beyonce, by the way, for her own brand of music and creativity)

Am I a rabid fan? YES, and a rabid marketer!

What's your experience? Jim.

4 comments:

  1. I totally agree. I did not realise that contemporary commercial pop music had literally been asleep at the wheel (and me with it) until I saw first Paparrazi and then Bad Romance...and the numerous clips of live performance. And now this sexy raw and unashamed epic. She is clearly a studied artist as well as a natural innovator and very comfortable with her commercialism..which puts her neither in the mainstream or any of its alternatives.

    Brad

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  2. Every time I watch this I see something new. What an original, she is! Her artistry and point of view and fearlessness are simply remarkable and downright breathtaking. I totally LOVE the product placements - especially the diet Coke cans in her hair in the jail. She is the defining artist of our time, now that Mapplethorpe, Warhol, and Basquiat have all passed. She has no equal in my opinion. I hope she decides to stay on this plane and not escape to another world like her contemporaries have done. I can't get enough of her.

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  3. Here's an update: You can now play Gaga bingo by calling out all the product placements in the video. How fun is that? At least for us marketers! Jim

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  4. Gaga Bingo is the name of the game, and it looks like Nylon Mag is all over it! Check this out for the total I-Spy tally: http://www.nylonmag.com/?section=article&parid=4358

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