How Lady Gaga made her name in a digital world

01/29/2010 | Wall Street Journal, The

Lady Gaga's five Grammy nominations are only the latest of her achievements, all managed with business and Internet savvy that makes her a model worth examining. She marketed herself through free streams on YouTube, and capitalized on merchandise outside music. "She is a product of a new kind of recording contract which goes beyond just selling records to encompass everything from touring, merchandise -- even her make-up deal," John Jurgensen writes.

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