Lady Gaga Harvard

Topics: The Fame, Lady Gaga, The Monster Ball Tour Pages: 2 (647 words) Published: May 21, 2013
Option 1: Continue with the arena tour—but go it alone Even though the VMAs had been a disastrous night for West, it was a big night for Gaga herself, with a much-talked-about dramatic performance of her single Paparazzi, and three major award wins: Best New Artist, Best Special Effects, and Best Art Direction. “Her performance catapulted her to the next level,” according to Campbell. The team could choose to bet on that buzz to be a sign of bigger things to come, and opt for a solo arena tour. Specifically, they could put together a 25-concert tour of arenas with an average capacity of 16,000 to 20,000 seats and average ticket prices between $100 and $150. Pursuing the idea would be a major financial gamble: taking into account that the team could build on the work that West’s team had already done but would have to reimburse him for most of their start-up expenditures, Carter estimated that an arena tour could easily cost Gaga and Atom Factory a total of $12 million in start-up production costs alone (see Exhibit 10 for cost estimates). “There is a lot involved in touring—production, set design, rehearsals—and the costs are sky-high,” he said. “But we know the music is right,” countered Herbert. “People have heard the songs, but they need to see her on stage—to see her perform those songs in front of an audience.” He added: “This is where the boys are separated from the men.” Option 2: Develop a smaller, theater tour—and adjust the economics accordingly A second option was to continue touring but opt for smaller venues with an average capacity of 6,000 to 8,000 seats. “Gaga is exploding,” said Geiger, “but we have to lay the foundation if we want lasting success.” While pursuing smaller venues entailed a substantially lower initial financial risk—Carter estimated the costs to rework their plans would total around $2 million, which would come on top of the $4 million they had already spent developing the Fame Kills tour, and which again would come out of Gaga’s...
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