Tuesday 29 January 2013

music Industry questions - Lady Gaga

Marketing Via Digital Technology

Lady Gaga used marketing via digital technology when producing music videos in order to promote each of her five singles that were released from her album "The Fame". These music videos were cleverly designed in order to gratify her target audience with a specific mode of address. An example of this is visible in the music video Poker Face when Gaga can be seen in a huge mansion and this provides a certain amount of aspiration to the target audience suggests that they to could have everything that she has and to be like her. e.g. Own the huge mansion, have lots of friends and lots of expensive gadgets (Branded Headphones). Also, at the same time it allows a sense of escapism as the viewer would be gratified by the music video and it would enable them to escape from their "normal" lives for a short period of time and dream of what it would be like to live like her. Social integration (pies) also applies in this music video. The target audience would be able to gain insight into her circumstances, in this case it would be the immense wealth that she has. The Poker Face music video also has another point of social interaction as it allows the preferred audience to have a "basis for conversation" and gives them a topic to discuss. This could be known as the "water cooler moment".

Accessible with the unaccessible.

The Use of Twitter And its benefits 

Lady Gaga is known for using the social medium of Twitter to communicate with her social networking teenage fans on a regular basis. via adapting this strategy of digital technology in her marketing lady Gaga increases sales by creating a Para-social interaction/relationship between her and her fans. An example of this is when Lady Gaga "retweets" or replies to her fans on twitter. This creates a "false" relationship between her and her fans which her fans believe is real. This means that her fans will feel like they are special and have a connection with her when actually they haven't. Then because they feel they have a relationship they are less likely to pirate her music and more likely to buy it through legitimate ways. Other social media sites, such as youtube, have also allowed her to increase her popularity and increase the "Relationship" between her and her fans. When Gaga opened up her youtube account for three and half days for questions, she managed to receive 54000 questions. This means, on average, she was a receiving a question every six seconds. These digital technologies also free advertising to her 33 million followers on Twitter and in return it gives them an insight into her life, therefore reinforcing the Para-social interaction. 

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