Kudos to Cherry Tree Records and the publicity machine behind former convent school girl, Lady Gaga. As soon as the first press releases started hitting British inboxes last summer, with references to how she is “not just another air-head” and had penned songs for numerous artists including Britney Spears’ December 2008 album Circus, she started causing a stir. I first saw Lady Gaga at an intimate gig at Punk in Soho, where her set was no longer than five tracks including her current number one hit with more than 32 million YouTube views, Just Dance.
Lady Gaga is to pop music what Super Super is to a magazine. Nothing new, but still marketed and positioned as an underground break through concept that has “never been seen before”. Yes, her music is good, yes, she is a talented singer, song-writer and entertainer, but ultimately what has worked for her and resulted in realms of ink is the image and attitude that she has portrayed.
Causing a stir in publications from the Daily Mail to Love It! magazine and allocating media time to the likes of Super Super, Boyz magazine and Guardian Unlimited, Cherry Tree Records/Polydor has ensured blanket coverage for the “innovative pop sensation”.
Old school stunt-PR tactics mixed with savvy marketing and what cannot be described as anything less than a good product has seen Lady Gaga launched as something more than a one-hit wonder, the artist has been positioned as a global phenomenon that is set to take the world by storm.
Lady Gaga’s debut album The Fame is out now.