Lady Gaga Sells What People Buy!

I took my daughters to a Lady Gaga concert a few months ago. Wow! What a show! I didn’t go in with them, of course, but their description was phenomenal. Tweeting during the concert in a day when we are told to turn our cell phones off during presentations. She called a lucky fan out during the presentation who texted her (it was like a prize drawing) to meet with her after the concert for “hot cocoa.”

As Andrew Hampp put it in a recent article for Advertising Age, “Lady Gaga, with her army of nearly 2.8 million Twitter followers and more than 5.2 million Facebook fans, can move product. Since fall 2008, her digital-single sales have exceeded 20 million and her album sales hit 8 million, all at a time when no one under the age of 60 buys CDs anymore.”

She delivers what the public wants… in waves. The premiere of her video for “Bad Romance” debuted on LadyGaga.com BEFORE MTV or any other servicce outlet could play or publish it — resulting in a server crash, a Twitter trending topic that lasted a week and 110 million (so far) views on YouTube, more than any viral music video in the past.

What makes Lady Gaga so popular? Simple. She sells what she knows people want to buy.

Music fans are buying the extravaganza (did you see her intro at the Grammy awards with singer, Sir Elton John?). They are buying the image. They are buying the show. They are buying an onstage performance that would make Alice Cooper say, “Wow!” They are buying what she delivers. Why aren’t more performers selling as many albums or digital singles? Because they aren’t selling what people want to buy.

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