menu

Lady Gaga And The Future Of Music Albums

Lady Gaga And The Future Of Music Albums
Advertising

The singer's successful new album shows the importance of branding and promotional deals.

Emma Hutchings
  • 2 june 2011

The marketing campaign for Lady Gaga’s recent album release featured endorsements, merchandise, branding and promotional deals. The amazing success of Born This Way suggests this is the way forward for artists promoting their new albums. Selling 1,108,000 copies in the US in its first week, about 60% of which were digital downloads (the most any album has ever sold in a week, thanks largely to Amazon’s 99 cents deal) Born This Way outsold the next 42 albums on Billboard’s chart combined.

Products, events, deals and television appearances were all arranged to coincide with the release of Lady Gaga’s album, including a partnership with FarmVille’s Zynga and a performance on the final of American Idol. Steve Berman, vice chairman of Interscope Records said:

We wanted to approach this like we were opening a blockbuster film. It became: ‘We’ll put a flag in that date well in advance. We won’t move. And what we’ll do for the next six months is pour gas on that fire every day, really branding the date.’

NYTimes: “In Lady Gaga’s Album, Evidence of a New Order”

+#advertising
+#retail
+Advertising
+amazon
+Brand Development
+Branding & Marketing
+Culture
+Entertainment
+lady gaga
+music promotion
+Retail
+technology
+USA
Trending

NYC Announces A Massive $136 Million Creative Hub In Brooklyn

Cities
Related Expert

Jonathan Waecker

Advertising, Arts & Culture, Entertainment, Future of Gaming, Media & Publishing, Technology, Work & Business

Home Yesterday
TREND REPORT


NEW: ENTERTAINMENT DEBRIEF
Media in the age of omnipresent tech


DOWNLOAD NOW

PSFK MEMBERSHIP


JOIN RETAIL INTELLIGENCE PLATFORM
Get access to retail reports and 20,000 retail insights


LEARN MORE

Asia Yesterday
Automotive Yesterday
No search results found.