The Gaga Dilemma: A Harvard Case Study Analysis
The Gaga Dilemma:A Harvard Case Study AnalysisByJohn Brooks
Stefani Joanne Angelina Germanotta
20095th best selling album of year
3 Grammy/9 VMA nominations
2 of top 10 Singles of Year
Historic VMA PerformanceNearly 10M viewers
September 13th, 2009
September 14th, 2009
Tonight Show with Jay Lenoleno
Kanye drops from tour
4 million already invested
Tickets need to be refunded
Possible fan backlash
The Dilemma
Possible SolutionsCancel tour
Continue arena tour alone
Relaunch as solo tour in theatres
Solution 1Cancel the tour completelyCuts losses and spares
further economic damage
Isolates Kanye incident
Gives time to zero in on new album release
Solution 1 RisksKill current album/artist momentum
Brand depreciation
Decline in fan loyalty
Solution 2Continue arena tour aloneEstablish name as major solo
artist
Create anticipation for new release
Create precedent for future tours
Solution 2 RisksFinancial ruin
Brand depreciation
Solution 3Relaunch as solo theatre tourSmaller costs
More intimate experience
Greater fan engagement
Solution 3 RisksBrand depreciation
Poor foundation for further tours
Known as theatre performer
2008 Tour Data
Courtesy Pollstar
2008 Tour Data
Courtesy Pollstar
2009 Tour Data
Courtesy Pollstar
2009 Tour Data
Courtesy Pollstar
Top 2009 Singles by Genre
Courtesy Billboard
Top Selling Albums of 2009
Courtesy Billboard
Top Digital Singles of 20091. Boom Boom Pow, Black Eyed Peas2.
Right Round, Flo Rida3. Poker Face, Lady GaGa4. I Gotta Feeling,
Black Eyed Peas5. Gives You Hell, The All-American Rejects6. Just
Dance, Lady GaGa & Colby ODonis7. Party in the U.S.A., Miley
Cyrus8. The Climb, Miley Cyrus9. Dead and Gone (feat. Justin
Timberlake), T.I.10. Use Somebody, KIngs of LeonCourtesy Itunes
Final Recommendation
The Show Goes on!!!Repackage show from top to bottom
Offer discounts to those who received refunds
Set 15K attendance cap on venues
Supplement marketing budget by focusing more on social media
Publicize show as a coming out. Play the freak factor.
Start in Europe and focus on major markets
Questions???
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