iNM Magazine Volume 7 | August 2015
has been able to exploit her abilities to develop and show
her image and make use of emerging trends, while
covering her weaknesses. e House of Gaga helped her
realize her musical vision, design her clothes and act as a
sounding board. Tony Carter, her worldwide manager
describes it as “95-5”: “ Ninety-five percent of time I won't
comment on creative, and 95 percent of time she lets me
run the business. e other five percent is what we debate
about”
Consisten Implementatio
She is a very good example of the critical implementation
of her energy and focus in strategy implementation, as
well as consistency of purpose. is consistency is
demonstrated by three fundamental storylines (Who am
I, Who are we, and Where we are going?) that she has
built over time, and also remained constant. While her
music is undoubtedly a powerful draw to her fans, a
closer analysis of Lady Gaga reveals how she has also
leveraged the storylines as a broad story to link her
various activities as a consistent whole. She has
succeeded in persuading that she is a “leader” in the
sphere of music and that too in a very short span.
Music and Sports
Continuou Renewa
e final ingredient in Gaga's success story is her ability to
renew her popularity again and again. She is one of the
few musicians to fully understand the new clock speed of
the industry whereby a new single is released every six
weeks. is can be compared to the 'old' music industry
whereby a new single was released every two years.
Unlike Madonna, Gaga re-invents herself and comes up
with something new every 4-6 weeks.
ere has been a lot of hype about how the “new” internet
access technologies have impacted business.
As Lady Gaga has proven, despite the new technologies,
successful strategies still involve establishing an overall
direction that incorporates the five key elements
discussed above. ese elements are as important to
companies as they are to global stars and organizations
that fail to establish these elements which are not
sidelined by more strategically oriented competitors.
us, Lady Gaga has shown that business management
and music is not always a 'bad romance'.
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