Troy Carter: Building the Gaga Brand

redazione / 15 May 2015

One of our fears today is that they are found so quickly, they explode so fast, but then: do they disappear very quickly?

Talk about the longevity of an artist’s career. One of our fears today is that they are found so quickly, they explode so fast, but then: do they disappear very quickly?

Very good question, because there’s something very specific that we had to deal with Gaga success, because all of a sudden she came out of nowhere and it was like this [up!]. So, one of the things that was important to us, with as fast as she grew, it was about not skipping a step. So it was: “ok, we have the ability to go and play theaters right now, but, you know what? let’s go and play in night clubs”, because we really can count on have her develop her live act there, and we can really build an audience. One of the biggest things for us as a company is the discovery process, and making sure that some audience feels like they have ownership in it. Because when it moves too fast: the worst thing for us is to have somebody discover one of our acts at Top 40 Radio, or on American Idol, or one of these larger platforms, because people don’t feel like they have ownership in it. One of the other things too: this is an audience that we feel like they are gonna be there, they are gonna have longevity with, and this is an audience that hopefully 20 years from now Gaga can still be playing for this audience as they grow older and she grows older, so it’s very important that she maintains her loyalty and integrity with this audience, and hopefully they’ll follow her. But I just think it’s about really not skipping a step and just doubling down on whatever audience has found you.

Do you believe in this idea….I mean: has Gaga made it?


So, she is one of the biggest artists in the world right now…

No, she is a 200-pound toddler. Yeah. But, you know, the truth is there is a reason why we are in: when we come to Singapore, we are going to be in Singapore for little over a week, and we are gonna spend time. You know, it was important to us that we weren’t coming into a market, play really quick and leave and then go to the next place: it’s about really diving deep with the fan base, diving deep in his local territory, spend a lot of time in a local territory. It’s mind boggling to me that you look at some of the older legacy acts and that they never played in India before: just because there was no money in India, and the decision to go there was a financial decision versus an artist development decision.

Do you play in India?

Yeah, we play in India. But, you know, truth be told, we won’t make any money playing in India, but it’s one of those decisions that we had to make for long-term growth. So, I don’t feel she has made it yet. If you ask me this question 25 years from now, it may be a different answer, but it’s a loooong long long way to go.

Here the full interview.

Does Troy Carter’s answer apply also to start-ups?

Written by Marco Tantardini