The Digital Issue of Ad Age (Feb. 22) had its cover story on Lady Gaga, the exploding-out-of-nowhere 23-year old singer/songwriter who crashed the scene in fall, 2008.
Already she has sponsors that include Virgin Mobile; she has her own lipstick color as spokeswoman for Mac Cosmetics Viva Glam; and she is the new Brand Creative Director for Polaroid, a company looking for a new leading-edge identity. She's the first recording artist to notch four consecutive #1 singles from her debut album -- with 20 million digital-single sales and 8 million CD-album sales (who buys CDs anymore?).
How did she do it? Smart, creative decisions by her and her manager, sure.
But 5.2 million Facebook fans and 2.8 million Twitter followers don't hurt.
Social media made Lady Gaga. No amount of conventional paid advertising could have done it.
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