American singer Lady Gaga's second album Born this way, that hit the market on Monday is widely expected to shake the market with huge sales and dominate the music charts irrespective of the criticisms it has received.
Martin Kupp, professor at the European School of Management and Technology in Berlin believes that such an unusual result comes from her ability to vary how consumers relate to her brand, a report in Berlin Reuters stated.
Lady Gaga blurs the industry boundaries and it's not really clear if she's a musician, artist or fashion designer, said Kupp, an author of a recent book on business lessons from artists such as singer Madonna and Renaissance painter Titian.
Gaga, recognized mostly for her provocative outfits and wild videos of her albums, can give lessons of strategic innovation to corporations, a German researcher told Reuters on Wednesday.
I think there may be people out there who associate her much more with fashion or with other sorts of entertainment than music, Krupp added.
The 25-year-old singer whose attention-grabbing attire has included a raw meat dress, has successfully invoked interests of peppy youngsters to literary scholars for her expressionist styled videos.
High demand for a special 99-cent download of her album caused the servers of online retailer-Amazon to crash. Billboard estimated 450,000 to 750,000 copies of her record released by Universal Music Group's Interscope Records could be sold in the first week alone.
In a recent case study by Kupp and his colleagues, they credit Gaga for her apt and extensive use of social media networking as a way for corporations to learn new methods to shake up an established industry.
Social media is not a one-way communication and I think Lady Gaga understands that, Kupp said. It's more about emotions, engagement and interactivity, so she's very advanced. Lady Gaga refers to herself as mother monster and her fans as little monsters, Kupp noted, adding that such a bond is not lost on consumers.
by using Facebook and Twitter, Gaga has been able to create an army of fans through virtual interaction and not by traditional principles of promotion, said Kupp.
That's what you're looking for in social media, he said. It's to create much more intimacy than what you created with traditional marketing instruments, said the report.
She's a role model to show that it's not only about music but also about concerts, merchandising, art, fashion, media and daily life, Kupp said adding that her business strategy has been able to breathe life into music industry at a time when it is struggling with internet downloads and online piracy.