| Summary: | 碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 102 === Music piracy, the behavior of unauthorized online music sharing, has been devastat-ing the music industry over the past fifteen years. The silver lining of this drastic recession is the growth of digital music market. 2012 witnessed the growth of music industry since 1999, and the main reason for this growth was the sales of digital music and other incomes, which compensated for the loss of physical sales. In other words, the development of digi-tal sales and other incomes has become important sources for the music industry to accu-mulate revenues. Against this backdrop, Lady Gaga - one of the iconic and best-selling singers today - perceives and utilizes the growing digital music market as an opportunity to advance her career by increasing album sales, promoting merchandising, endorsements, and strategic alliances. She runs business synergistically and forms a successful new busi-ness model.
The researcher collected relevant data about Lady Gaga, Popular Music Industry, and Integrated Marketing Communication (IMC) in the literature review. Next, The research had done in-depth interviews with Lady Gaga’s marketing team to realize the practices and concepts of the IMC of Lady Gaga.
According to the finding, there are three significances behind Lady Gaga’s works: (1) Sexuality, Gender, And Power (2) Supporting Minority Groups (3) Rethinking Fame and Media. There are four characteristics of Lady Gaga’s strategies: (1) Globalized and “Glocalized” Images (2) Direct communication with Consumers (3) Utilizing Technol-ogy (4) Targeting Audiences. Proposing three suggestions (1) Building Consumer Insights (2) Branding The Artist (3) Implementing the Evaluation of Synergy. The research result is expected to be a reference for music industry people, also contributed to relevant reach field.
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