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Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
LADY GAGA
ARTPOP
MARKETING PLAN
STREET DATE: 11/11/2013
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
2
Prepared on 11/27/13
By: Anne Marie Malatesta
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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1. PROJECT OVERVIEW
[Bio, Objective and Long Term Project Objectives]
BIO: Lady Gaga was born as Stefani Joanne Angelina Germanotta on March 28, 1986 in
Yonkers, New York. She attended New York University's Tisch School for the Arts but
left to find creative expression. She wrote songs for other artists until being discovered by
R&B singer Akon. Her debut album, The Fame, was a huge success, and the single
"Poker Face" topped charts in almost every category, in almost every country.[1]
Early Life
Stefani Joanne Angelina Germanotta was born on March 28, 1986 in Yonkers, New
York, to Cynthia and Joseph Germanotta. Germanotta, now known as Lady Gaga (she
has attributed the inspiration for her name to the Queen song "Radio Ga-Ga"), went on to
become an international pop star.
Gaga learned to play the piano by the age of 4. At the age of 11, she was accepted to the
Juilliard School in Manhattan, but instead attended a private Catholic school in the city.
She continued studying music and performing, writing her first piano ballad at the age of
13, and she held her first performance in a New York nightclub at the age of 14.
A few years later, Gaga was granted early admission to New York University's Tisch
School of the Arts—she was one of only 20 students in the world to receive the honor of
early acceptance. While there, she studied music and worked on her songwriting skills.
She later withdrew from school to find creative inspiration. To make ends meet, she took
three jobs, including a stint as a gogo dancer, while she honed her performance-art act.[1]
Professional Debut
In 2005, Lady Gaga was briefly signed by Def Jam Records, but was dropped just months
later. Being dropped by the label propelled the singer to perform on her own in clubs and
venues on New York City's Lower East Side. There, she collaborated with several rock
bands, and began her experimentation with fashion.
In 2007, at the age of 20, Gaga began work at Interscope Records as a songwriter for
other artists on the label, including Britney Spears, New Kids on the Block, and The
Pussycat Dolls. R&B singer Akon discovered Gaga while she was performing a
burlesque show that she created, called "Lady Gaga and the Starlight Revue." Impressed,
Akon signed the performer to his label under the Interscope umbrella, Kon Live. Through
2007 and 2008, Gaga wrote and recorded her debut album, The Fame. The record was
received positive reviews and popular success in the United States. With the help of her
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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own creative team, "Haus of Gaga," the performer also began to make a name for herself
internationally.[1]
Commercial Breakthrough
Lady Gaga's debut single, "Just Dance," was released to radio in early 2008, and received
both popular and commercial acclaim. The song was then nominated for a Grammy
Award (for best dance recording) in 2008. The song lost to Daft Punk's "Harder, Better,
Faster, Stronger," but this didn't keep Gaga from reaching No. 1 on the mainstream pop
charts in January 2009. The second single off of The Fame, "Poker Face," earned Gaga
even more success.
The song topped singles charts in almost every category, and in almost every country.
Both songs were produced by Akon's affiliate RedOne, who co-wrote most of Lady
Gaga's album.
Later in 2008, Lady Gaga opened for the newly reformed New Kids on the Block. She
also collaborated with the group on the song "Big Girl Now" from New Kids on the
Block's album The Block. The following year, Gaga released an album of eight songs,
The Fame Monster, followed by 2011's Born This Way.[1]
OBJECTIVE
Increasing Fan loyalty is the main objective. Focusing on well-established fans, with little
outreach to new fans. This type of marketing has worked well with many famous divas
over the years such as: Cher, J. Lo, Whitney Houston, Celine Dion, etc.
“Where other businesses don’t seem to have their priorities straight, pop star Lady Gaga
understands that focusing on current customers is the key to building long-term,
sustainable loyalty. With 23 million albums sold, five Grammy awards, 35 million
Twitter followers and 56 million “likes” on Facebook, Gaga is one of the most well-
known pop artists in the world. While known as much for her voice as for her over-the-
top wardrobe, few recognize Gaga for her stunning business acumen. Gaga and her
manager, Troy Carter, focus their efforts on just 1% of her fan base.”[2]
LONG TERM PROJECT OBCTIVES
To provoke — to present outlandish concepts, explore untraditional ideas, challenge
traditional norms — and leave you with many questions, searching for answers. Keep the
audience guessing, while showing consistent appreciation for their continual support.[3]
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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2. CREDITS
Artist:
Lady Gaga Composer, Primary Artist
Julien Arias Composer
Paul Blair Composer
Martin Bresso Composer
Amit Duvdevani Composer
Erez Eisen Composer
William Grigahcine Composer
David Guetta Composer
Clifford Harris Composer
R. Kelly Composer, Featured Artist
Hugo Leclercq Composer
Nicolas Mercier Composer
Nick Monson Composer
Sun Ra Composer
RedOne Composer
T.I. Featured Artist
Too $hort Composer, Featured Artist
Giorgio Tuinfort Composer
Twista Composer, Featured Artist
Anton Zaslavski Composer
Dino Zisis Composer [5]
Band: Soundpusher (with Scott Gerbosi) (Guitars) Jason Lader (Bass/Keyboards) Rick Pearl (Session Programer) Donnie Lyle (Bass) Tim Stewart (Guitar) Doug Aldrich (Guitar) Bijon S. Watson (Horns) The Regiment (Horns) Pierre-Luc Rioux (Guitar) Adam MacDougall (Keyboard) Backup Vocalists: Nicole and Natalie Ganther, Lyon Gray [5] Guest Features: Too $hort, T.I. and Twista will be featured in ‘Jewels & Drugs.’ R. Kelly
will be featured in ‘Do What You Want’ [5]
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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Producer(s):
DJ White Shadow
Zedd
Madeon
Will.I.Am on ‘Fashion!”
Rick Rubin on “Dope”
Lady Gaga (produced “Venus” herself, co-producer on all other songs) [5]
Engineer(s): Bill Malina, Abel Garibaldi, Ian Mereness, Justin Hergett (assistant
mixing engineer) [5] Recording Studio: Hertz Studios (George Atkins), The Record Plant, CRC Studios,
Thom Thom Club, Patchwerk Studios, Mirrorball Studios, North Hollywood, 80 Hertz Studios, Shangri La Studios [5]
Mixed by: Dave Russell, Manny Marroquin, Tony Maserati, Jon Castelli, Daddy’s
Groove, Jesse Taub (mixing assistant), Ryan Shanahan (mixing assistant), Delbert Bowers (mixing assistant), Chris Galland (mixing assistant), Andrew Scheps (mixing assistant), Test Pressing Studios (mixing), Popcultur Studios (mixing), Punkerpad Mobile (mixing)
Mastered by: Gene Grimaldi Mastering Studio: Oasis Mastering Other: Ghazi Hourani (recording assistant), Daniel Zaidenstadt (recording
assistant), Zane Shoemake (recording assistant), Sam Biggs (recording assistant), Eric Lynn (recording assistant), Joshua Smith (recording assistant), Dave “Squirrel” Covell (recording assistant), Steve Faye (recording assistant), Jeff Koons (Album Cover and Package Design), Brandon Maxwell (Fashion Director), Frederic Aspiras (Hair), Tara Savelo (Makeup), Lacee Franks (Creative Coordination) [5]
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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3. TARGET AUDIENCE
Demographics 1-17 year old Females are Lady Gaga’s strongest Demographic. The second strongest is 17-24 year old Felmales. 55+ Males are moderately under-represented [6] Psychographics Top 5 Counties that contain Lady Gaga’s Target Demographic:
1. Japan - High Affinity (96%)
2. Germany - High Affinity (89%)
3. Saudi Arabia - High Affinity (88%)
4. Denmark - High Affinity (85%)
5. Norway - High Affinity (84%) [6]
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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4. RADIO PROMOTION
1st Single: __”Applause”_______________________ Format(s) : CD Single/Digital Impact Date: August 12, 2013 Top Chart Position(s):
Chart (2013) Peak
position
Australia (ARIA)[83] 11
Austria (Ö3 Austria Top 40)[84] 6
Belgium (Ultratop 50 Flanders)[85] 10
Belgium (Ultratop 50 Wallonia)[86] 5
Brazil (Billboard Brasil Hot 100)[88] 54
Brazil Hot Pop Songs[88] 18
Bulgaria (IFPI)[87] 3
Canada (Canadian Hot 100)[89] 4
Czech Republic (IFPI)[90] 12
Denmark (Tracklisten)[91] 6
Ecuador (Ecuador Top 40)[92] 8
Finland (Suomen virallinen lista)[93] 10
France (SNEP)[94] 3
Germany (Media Control AG)[95] 5
Greece Digital Songs (Billboard)[96] 1
Hungary (Rádiós Top 40)[97] 2
Hungary (Single Top 20)[98] 1
Ireland (IRMA)[99] 9
Israel (Media Forest)[100] 7
Italy (FIMI)[101] 2
Japan (Japan Hot 100)[102] 6
Japan (Oricon)[103] 18
Lebanon (Lebanese Top 20)[105] 1
Luxembourg Digital Songs (Billboard)[104] 3
Mexican Anglo Chart (Monitor Latino)[106] 5
Netherlands (Dutch Top 40)[107] 13
Netherlands (Mega Single Top 100)[108] 15
New Zealand (Recorded Music NZ)[109] 7
Norway (VG-lista)[110] 8
Poland (Polish Airplay Top 20)[111] 7
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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Chart (2013) Peak
position
Portugal Digital Songs (Billboard)[112] 8
Scotland (Official Charts Company)[113] 5
Slovakia (IFPI)[114] 18
South Korea International Singles (GAON)[115] 1
Spain (PROMUSICAE)[116] 1
Sweden (Sverigetopplistan)[117] 17
Switzerland (Schweizer Hitparade)[118] 7
UK Singles (Official Charts Company)[119] 5
US Adult Contemporary (Billboard)[122] 24
US Adult Pop Songs (Billboard)[121] 8
US Billboard Hot 100[120] 4
US Dance/Electronic Songs (Billboard)[123] 1
US Hot Dance Club Songs (Billboard)[124] 1
US Pop Songs (Billboard)[125] 4
US Rhythmic (Billboard)[126] 19
Venezuela Pop Rock (Record Report)[127] 3
[7] 2nd Single: __”Do What You Want” (Featuring R. Kelly)___________ Format(s): Digital Impact Date: October 21, 2013 Top Chart Position(s):
Chart (2013) Peak
position
US Rhythmic (Billboard)[119] 22
US Pop Songs (Billboard)[57] 18
US Billboard Hot 100[50] 13
UK Singles (Official Charts Company)[75] 9
Switzerland (Schweizer Hitparade)[118] 14
Sweden (DigiListan)[117] 4
Spain (PROMUSICAE)[68] 2
South Korea International Singles (Gaon)[63] 8
Scotland (Official Charts Company)[77] 9
New Zealand (Recorded Music NZ)[59] 12
Netherlands (Mega Single Top 100)[61] 27
Mexican Anglo Chart (Monitor Latino)[116] 13
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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Chart (2013) Peak
position
Japan (Billboard Japan Hot 100)[70] 26
Italy (FIMI)[115] 3
Ireland (IRMA)[60] 9
Hungary (Single Top 20)[66] 1
Greece Digital Songs (Billboard)[65] 1
Germany (Media Control AG)[114] 17
France (SNEP)[67] 8
Finland (Suomen virallinen latauslista)[62] 2
Denmark (Tracklisten)[113] 13
Czech Republic (IFPI)[112] 86
Canada (Canadian Hot 100)[71] 7
Belgium (Ultratop 50 Wallonia)[111] 11
Belgium (Ultratop 50 Flanders)[110] 15
Austria (Ö3 Austria Top 40)[109] 15
Australia (ARIA)[58] 21
[8]
5. MUSIC VIDEO
The music video for the first single was produced and directed by leading photographers Inez Van
Lammsweerde and Vinoodh Matadin, and London-based illustrator Jo Ratcliffe. The video is currently being played on [list outlets]: Vevo YouTube MTV VH1 JustJared.com Rolling Stone Magazine Out.com Music Mix.ew.com Good Morning America DailyMotion.com Idolator.com Celebuzz.com Highsnobiety.com Billboard.com Huffingtonpost.com Itunes.com And pretty much anywhere else there is an article/write up about the music video….
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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6. PUBLICITY
ALL media including; television and print interviews, features and reviews. Secured media outlets included: All major newspapers internationally: Ex. Chicago Tribune, Chicago Sun-times, Wall Street Journal, Huffington Post, USA Today, This Week (UK), etc. All music magazines: Ex. Rolling Stone Magazine, Billboard Magazine, Blender, Q, NME, etc. High end fashion magazines: Ex. Variety, Vogue, Elle, Cosmopolitan, Glamor, In Style, etc. Popular Teen Magazines: Teen Vogue, Seventeen, Teen People, Cosmo Girl, YM, etc. All major music Blogs: Ex. Pitchfork, Examiner, Vulture, The Lefsetz Letter, The Hype Machine, etc. Other printed publication: Forbes, People TV Appearances: Good Morning America, Ellen, Tonight Show, Saturday Night Love, Muppets Thanksgiving Special, American Music Awards, MTV Music Awards, etc.
7. ONLINE MARKETING
Social Media: https://twitter.com/ladygaga, https://www.facebook.com/ladygaga,
https://myspace.com/ladygaga, https://littlemonsters.com/
Artist Website: http://www.ladygaga.com/news Music Portals providing editorial:
Amazon: http://www.amazon.com/ARTPOP-EX-Lady-Gaga/dp/B00EW9GQR6/ref=sr_1_1?s=music&ie=UTF8&qid=1380297765&sr=1-1&keywords=602537543045&tag=smarturl-20
iTunes: https://itunes.apple.com/us/album/artpop/id687591810
Official Lady Gaga Store: https://itunes.apple.com/us/album/artpop/id687591810
Interscope Records:
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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8. LIFESTYLE MARKETING
9. RETAIL
The Album was made available as of [DATE] on iTunes and other digital download sites. Exclusive bonus track packages available at [and describe]: a) b)
Format Title/Label Year
CD ARTPOP
Interscope / Polydor / Streamline 2013
Digital ARTPOP
Interscope / Polydor / Streamline 2013
LP ARTPOP
Polydor 2013
Digital ARTPOP 2013
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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Format Title/Label Year
Universal
Digital ARTPOP
Universal 2013
Digital ARTPOP
Universal 2013
Digital ARTPOP [Clean]
Interscope / Polydor / Streamline / Universal 2013
CD & DVD ARTPOP [Deluxe CD/DVD Edition]
Polydor 2013
CD ARTPOP [Edited Version]
Interscope / Streamline 2013
CD Art Pop [Bonus Track] [Limited Edition]
Universal Japan 2013
CD Art Pop [Deluxe Edition] [Bonus DVD]
Universal Japan 2013
The CD will be released throughout the US on ____________ - with a suggested list price of $_________ for the full album download or on CD for $_______
10. CONSUMER MARKETING
Advertising was placed and ran in the following print media outlets;
Publication Issue Street Date Size Color
4C
4C
4C
4C
4C
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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4C
Advertising will be placed an run on the following media outlets;
Radio:
Television:
Online:
Other:
11. TRACK LISTING
1. "Aura"
2. "Venus"
3. "G.U.Y."
4. "Sexxx Dreams"
5."Jewels N' Drugs"
6. "MANiCURE"
7. "Do What U Want" (3:48)
8. "Artpop"
9. "Swine"
10. "Donatella"
11. "Fashion!"
12. "Mary Jane Holland"
13. "Dope"
14. "Gypsy"
15. "Applause" (3:32)
Executive Producers:
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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Produced by:
12. TOURING
Booking Agent: Tour Dates: [Contests / Meet & Greets:]
13. CORPORATE SPONSORSHIP
Corporate Branding: Tie-In: Sponsorship: Other:
14. LICENSING – FILM & TELEVISION
Placement in or on: [provide links]
15. TIMELINE
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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16. NEW RELEASE INFORMATION
Artist: Title: Label: UPC: SLP: $________ Street Date: Packaging: Genre: Total Sales to date: __________ Total Digital Single sales to date: Title: __________________ Percent of Total Sales – Digital vs. Physical
17. LINKS
[Artist website, label, etc.}
18. CONTACTS
MARKETING: Bobby Campbell (Atom Factory) p: 312.123-1234 e:[email protected]
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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Dyana Kass (Interscope)
A&R: Vince Herbert PROJECT MANAGER: SALES:
RADIO PROMOTION:
ONLINE MEDIA: PRODUCTION:
MANAGEMENT: Troy Carter
AGENT TOUR MANAGER: OTHER: Amanda Silverman (Publicity), Dennis Dennehy (Publicity), Kenneth Robert Meiselas
(Lawyer), Ivy Skoff (Union Contracts),
1. "Lady Gaga." 2013. The Biography Channel website. Nov 30 2013, 06:07
http://www.biography.com/people/lady-gaga-481598.
2. “Building Loyalty The Lady Gaga Way: Focus On 1% Of Your Customers.”
Forbes website. Nov 30, 2013, 06:30
http://www.forbes.com/sites/onmarketing/2013/05/08/building-loyalty-the-lady-
gaga-way-focus-on-1-of-your-customers/
3. “ARTPOP Review: Lady Gaga Needs Help With Her Latest Album.” Huffington
Post website. Nov 30, 2013, 6:45
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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http://www.huffingtonpost.com/2013/11/11/artpop-review-lady-gaga-
album_n_4255791.html
4. “Lady Gaga, ARTPOP.” ALL Music website. Nov 30, 2013, 6:50
http://www.allmusic.com/album/artpop-mw0002573777/credits
5. “Lady Gaga: ART POP Credits.” MySpace website. Nov 30, 2013, 7:00
https://myspace.com/discover/editorial/2013/11/12/lady-gaga-artpop-album-
credits
6. “Lady Gaga Highlights.” Beluga Market Research. Dec 1, 2013, 3:00
http://beluga.grooveshark.com/artist_report.php?artist_name=lady+gaga#!highlig
htsTab
7. “Applause (Lady Gaga Song).” Wikipedia. Dec 1, 2013 3:30
http://en.wikipedia.org/wiki/Applause_%28Lady_Gaga_song%29
8. “Do What U Want (Lady Gaga Song).” Wikipedia. Dec 1, 2013 3:30
http://en.wikipedia.org/wiki/Do_What_U_Want
9. “New Video: Lady Gaga x Inez & Vindoodh x Jo Ratcliffe.” AnOther. Dec 1,
2013, 3:45
http://www.anothermag.com/current/view/2937/New_Video_Lady_Gaga_x_Inez
__Vinoodh_x_Jo_Ratcliffe
10.
Interscope Records, 2220 Colorado Ave. Santa Monica, CA 90404--tel. 310-865-1000, [email protected] http://www.interscope.com/
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