On February 13, the day of the Grammys in LA, controversial superstar Lady Gaga tweeted, ‘This is Nicola, Haus of Gaga: Gaga is in incubation. Tonight’s performance is in collaboration with Hussein Chalayan and House of Mugler. X’
Fans were already aware she was to perform her new single ‘Born this way’, from her new album due out in May. However, when she stepped – or should I say, when she was carried – on to the red carpet inside a transparent egg, she may have just outdone herself.
Scantily-clad attendees carried her on a sedan chair down the red carpet sending the paparazzi into frenzy. One of her entourage explained to Ryan Seacrest:
‘She’s in an embryonic state and won’t be born until the performance.‘
So, why did she really arrive in ‘incubation’? Many people would argue that it’s because it was part of her performance. But never before has somebody hit the headlines for what they were wearing as much as Lady Gaga. Who knew that back in 2009, a ‘Kermit the Frog’ dress would make front pages?
She’s in every magazine without fail every week and this is down to one thing – her wacky costumes and funky hair dos! Without these crazy outfits, would she be where she is today?
Probably not, there are so many other talented female singers at present: Rihanna, Beyonce and Cheryl Cole all have huge fan bases. But the press attention they receive is nothing compared to that of Lady Gaga. Cheryl Cole received worldwide coverage for her break-up and malaria scare, Rihanna for her arguments with her husband, whilst Beyonce seems to escape our headlines.
‘Everyone wants to look like her. She’ll walk around in London in her underwear and everyone will catch on.’ Akon
Akon is right in saying this. In the last two years, new hairstyles have emerged, girls wearing extreme make-up has become the norm and couture clothing is now standard evening wear. People want to be Lady Gaga.
The gay community have also welcomed her with open arms. Her new single ‘Born this way’ is the first ever number one single to use the word ‘transgendered’. The song is getting the message across to the audience that you should stop being critical of yourself, because God made you that way.
Gaga has therefore normalised homosexuality, appealing to younger audiences with her work and embracing different sexualities.
‘No matter gay, straight or bi…lesbian, transgendered life, I’m on the right track baby I was born this way.’
This will appeal to a GLBT audience as there is still a lot of prejudice in the world today. Gaga is telling them she’s on their side and almost befriending them.
The lyrics are very personal to each individual who listens to it. She has a gay fan base bigger than that of any other current star.
Gaga also picks up publicity for her ‘wacky’ outfits when being photographed by fans, and these pictures being instantly uploaded onto blogs.
One blog, Gaga Stigmata, started in March 2010 has thousands of followers and is updated on a regular basis. So why is blogging so important to this star’s success?
A picture can be uploaded onto the internet for everyone to see within a matter of minutes. Therefore, if Gaga is spotted somewhere wearing a see through dress or just her underwear, someone could take a picture of this and it could be seen by thousands within the hour. By contrast, magazines are printed weekly or even monthly so it would take a lot longer for this picture to be circulated, and let’s be honest – if Gaga is spotted wearing something outrageous we all know about it before we see a picture.
Gaga is the PR queen, a brand made even more popular through third party exposure. Wherever she lays her one-of-a-kind Christian Louboutins, the paparazzi migrate.
She sends a positive message to her fans; that they should be individual, should love themselves for who they are and not care what people think about them. Everyone will have their own individual opinion on Gaga.
As far as I’m concerned, I think she’s groundbreaking, fresh and very important in today’s music industry.