Lady Gaga

Topics: MTV Video Music Awards, Concert, MTV Video Music Award for Best Female Video Pages: 3 (1216 words) Published: April 29, 2013
The Harvard Business School case study “Lady Gaga(A),” written by Anita Elberse and Michael Christensen, demonstrates how the superstar’s manager, Troy Carter was abruptly tasked with launching the performer's first solo arena concert tour. In November 2009, Lady Gaga and Kanye West were booked to embark on a joint concert tour, "Fame Kills." But in September, West interrupted Taylor Swift’s Best Female Video acceptance speech at the MTV Music Awards, proclaiming that Beyonce should have won the award instead. The audience and music community were appalled by his actions, which eventually led to West pulling out of the scheduled tour with Gaga to go on a hiatus from the music industry. Carter and Gaga’s team were faced with three options. Option #1 would be to “continue with the arena tour – but go at it alone.” This would come with the greatest risk, but the potential for the greatest reward. Option #2 would be to “develop a smaller theater tour- and adjust the economics accordingly.” This would come with less risk, because the cost of the show would be less and the potential to sell out was high. But, to rework the tour would cost millions on top of the money already spent on the initial Fame Tour. Lastly, Option #3 would be to “cancel any tour plans.” This would be the easiest option, to prevent any additional loss to the $4 million already spent. The music industry is all about making the right decision at the right moment. It is a gamble, but Carter and his team should move forward with Option #1, for Gaga to continue with the arena tour as a solo-artist. It is a huge challenge, because this is Gaga’s first solo-headline tour and they are looking at around “$12 million in start-up production costs alone.” With risk, come potential large rewards, as with ticket prices averaging $100 to $150 in 16,000 to 20,000-seat arenas, there could be great success. Gaga’s team had already set the ground work for her career. They started her off in small venues and she...
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