Lady Gaga is a singer and songwriter who has recently achieved superstar status. Her mark started in the music industry in 2008 and since then she has become a household name. However, music isn't the only entity that makes Lady Gaga a household name. Because his artistic nature goes beyond creating music, brands have sought out his creative talent. She helped design headphones created by a legendary artist and producer (France, 2009) and designed Polaroid products such as camera glasses and an instant digital camera ("Lady gaga named", 2010). Lady Gaga also has a brand partnership with mobile phone network operator Virgin Mobile and contributes to MAC Cosmetics' Viva Glam advertising campaign (Vena, 2010). To further contribute to the acceleration of Lady Gaga's brand, her team decided to take advantage of technological advances in communication. Lady Gaga's team leveraged her social media presence by creating pages on two popular social media sites, Facebook and Twitter. This led to him becoming the most popular living person on Facebook with nearly 11 million fans (Silverman, 2010). Lady Gaga's unique style and breathtaking voice have won over the music industry. His success includes sold-out concerts and five number one singles. Troy Carter, his manager, believes the growth was due to continuing to tour solo, which allowed him to connect with audiences while promoting his new album. At the end of 2009, the first part of the Monster Ball Tour began. As of January 2010, Lady Gaga was $3 million in debt (Fry, 2011). Moving forward, Carter did not want to continue the decline in financial success and decided to launch a world tour less than a month later, which would serve as Part II of the Monster Ball T...... middle paper.. ....ty-line-ePrendergast, G., Ko, D. and Siu Yin V., Y. (2010). Online word of mouth and consumer purchase intentions. International Journal Of Advertising, 29(5), 687-708 Silverman, SM (July 6, 2010). Lady Gaga has more friends than you and the president. People.com. Retrieved from www.people.com/people/article/0,20399619,00.htmlThompson, CJ, Rindfleisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of lookalike branding. Journal of Marketing, 70(1), 50-64. Vena, J. (February 8, 2010). Lady Gaga and Cyndi Lauper fall for Mac's Viva Glam lipstick. MTV.com. Retrieved from www.mtv.com/news/articles/1631464/lady-gaga-cyndi-lauper-pucker-up-macs-viva-glam-lipstick.jhtmlWiles, M.A. and Danielova, A. (2009). The value of product placement in blockbuster films: An event study analysis. Journal of Marketing, 73 (four), 44-63.