Gaga's Silicon Valley marketing: Downloading makes music

Lady Gaga,tag "Silicon Valley" everyone complains that technology has made the music industry difficult, but she has found her promotion path. Wen |CBN intern reporter Jong Yuting "My high school classmates want to be able to work in Google (Weibo) in the future, and I just want to be the keyword that people enter in Google."　　"This is the first thing that Lady Gaga answered in an interview with Google's vice president, Marissa Mayer, when she was showing a picture of Gaga on a large screen behind her." Lady Gaga has a good relationship with Silicon Valley and is a rarity among artists. Last May, Lady Gaga was the biggest Twitter user, with 20.33 million of fans, 18.2 million of Justin Bieber, another popular pop star, and 12.89 million of US President Barack Obama.　　She has collaborated with internet giants such as Amazon, Google and Zynga to be the creative director of Polaroid, and has also been intimately called Larry Page, Google's president, to be Google. On February 9, Lady Gaga launched a website called Little Monsters, a nickname for her fans. The site is still in the invitation to register, but from the screenshot has been published to see that its layout and the current popular photo service to the site Pinterest no different.　　People who get invited can share pictures or videos related to Lady Gaga, and rearrange the site to their own ideas like a jigsaw puzzle, and other users can click on the red flag to show their support. "It aims to integrate a more focused community of interests and bring the epidemic to market segments," wrote a TechCrunch author named Jason Kincaid. "We want to provide a platform that allows them to interact around their interests," says Matthew Michelsen, an investor. "Matthew Michelsen has a very interesting acquaintance with Lady Gaga. Last year, Steve Jobs visited Lady Gaga and her broker, Troy Carter, to promote a ping on Apple's new music social system. But Troy was not sure if Ping would merge well with Facebook, so he called the familiar Matthew Michelsen to examine the market and look for a platform to help artists manage their fans while evaluating ping. Michelsen first met Troy in 2009, and the latter surprised him by saying, "I take you into the music circle, you lead me into the field of science and technology." "They want to look for a" bold and unobtrusive "product, but the results are lackluster. So they decided to do it themselves.One: Set up a company called Backplane, the development team of 7 people, currently financing 1 million U.S. dollars, investors, including Google executive Chairman Eric Schmidt's Tomorrow Ventures, and Lady Gaga has 20% shares. "Backplane is going to provide a platform for the public to raise communication to a more focused level." "Troy explained. If there is no Troy Carter,lady Gaga will not have such a development route. At the age of 38, he used to do chores for various star companies, such as handing out leaflets. In 2007, his friend Vincent Herbert (Lady Gaga's then boss) introduced him as the woman's agent, who had just been released from the unhappy JFE jam brokerage firm Troy helped her find the Interscope record company. Now Gaga is Troy's biggest client, and he has a lot of sparks from the girl who works every day. "If Gaga has an idea, we're going to find the best action Team." "The Internet is the perfect platform for Lady Gaga's team to implement creative marketing," she said. At first, Troy tried to promote Lady Gaga's music in traditional ways such as radio, but not so successful. "Gaga's song is dance style, the video is more appropriate." So they look for opportunities on the Internet. Today, Troy is perhaps the most popular star broker to go to Silicon Valley. "Beatles didn't have a chance to meet Facebook, and Michael Jackson didn't sign up for Twitter. Many people think that digital music consumes traditional music, but I think it is an opportunity. "Listen to Gaga again:" There are mobile phones and good ideas, you can achieve a lot of things on the internet. "Social gaming website Zynga's new business Gagaville allows FarmVille users to listen to Lady Gaga's song and buy some of her virtual objects, such as unicorns and crystals." Starbucks, which has been daring to try in mobile marketing, has also launched a massive scavenger hunt around Lady Gaga.　　In the 2010, Lady Gaga was named "Fast Company" as the world's most creative business figure. Troy that the technology industry and the music industry are symbiotic. In addition to his own coalition media, he has invested in a number of technology companies, including Bre.ad,tiny chat and Lumier.　　Unlike many entrepreneurial capitalists, these platforms complement the entertainment circle, highlighting the features of Lady Gaga in their PR presentations. But on the internet, attracting attention is one thing, making money is another thing. Lady Gaga's team seems to have found the answer: spread useful value, let more people like it, money is easy to handle. Last year Lady Gaga sells the latest album, "Born This Way", in Amazon at 99 cents, and she responds: "99 cents is not worth it." "The record has been sold only 440,000 times on Amazon, and the site has been slow to load several times," he said. According to sales figures released by the US bulletin board Billboard magazine, the new album hit 1.11 million sales in the first week of the IPO.　　It is also the best result of Nielsen's sales since 2005, when it counts all U.S. albums. Besides, she earns more than 99 cents, and Amazon offers extra subsidies. Using the Lady Gaga album promotions, Amazon has promoted its new service "cloud hard disk" and "Cloud player".　　The event is also one of the battles that have captured Apple's grip on digital music. Troy stressed that the most important thing is how many people can hear your music. "CityVille album sales reached 42,000, while a maximum of 60,000 people click to play, pay." "When you have crazy fans, Lady Gaga's income problem is solved: it's a variety of business collaborations, including fashion, concerts, and implant advertising." There is a "360-degree contract" between Interscope and Gaga, and in short, record companies are putting in more money in exchange for merchandise sales and touring revenues.　　Therefore, Interscope in Gaga put more marketing costs, and then from the concert income, they can also from the Polaroid, the company's make-up brand Mac and other cooperative enterprises in the income of the profits. In terms of communicating with fans and building relationships, "Troy and Gaga have never seen before." "said Gary Briggs, vice president of Google. Earlier, he worked with the Lady Gaga team to promote Google's browser chrome. Chrome's promotional video requires a lot of pictures of Lady Gaga, and fans respond positively and gather in a few 10 minutes. Most of the other work was done by Troy and his team within 90 days, and finally Lady Gaga added some pictures herself.　　This is the whole production pass. Loyalty is still crucial in the virtual world. Troy says the difference between Lady Gaga and many artists is that she knows she has to face the audience, so she has to be keen to capture the needs of her fans. She sometimes push more than 10, even in the text set guessing game, let the fans guess where they want to go. She said on Twitter that she had "a little monster in her heart". The Facebook,lady Gaga team values Twitter more because of the interactivity of its @ feature. And they launched the first round of products little monster is to further "lock fans", such as Troy's note, "Twitter's tens of millions of attention, does not mean that they really love you, will go to listen to your playSing a meeting. "The opportunity does not require you to find it, it is there." "Troy said. If you can change your name to "Stephanie Joannie Ann Gillina Germanota (Stefanie Joanne Angelina Germanotta)" To Lady Gaga, you can do other things as well.