Sublime

Gaga was brainstorming stage names when she was texted “Lady Gaga” by Fusari. “Every day, when Stef came to the studio, instead of saying hello, I would start singing [the Queen song] ‘Radio Ga Ga.’ That was her entrance song. The text message was the result of a predictive text glitch that changed ‘radio’ to ‘lady.’ She texted back, ‘That’s it,’ a

While creating a buzz with her wild outfits and crazy performance art, she is methodically building a grassroots base of passionate fans for the long term.

Joanna Strober,

Gaga met performance artist Colleen Martin, aka Lady Starlight, at a party in Manhattan, they became fast friends, and Gaga began to realize that there was more to a music career than just playing music. Eleven years her senior, Starlight became Gaga’s mentor. Starlight taught the aspiring performer how to make over-the-top costumes.

But Lady Gaga didn’t become the success she is solely based on talent, which she certainly has in spades. She did so by engendering immense loyalty in fans, not just through her music, but with the message she inspires and the community she has built around it. To anyone in the business community, this sounds like a classic case of loyalty marketin