Jul
Lady Gaga is such a brilliant capitalist and great for sponsors
I attended the Monster Ball Tour concert in Toronto last night and enjoyed the spectacle. I’ve now seen wholesome country star Taylor Swift and Lady Gaga concerts within four months of each other. That’s quite a contrast.
As noted by others, Gaga (born Stefani Joanne Angelina Germanotta on March 28, 1986) has taken the showmanship and outrageousness of Madonna to a new level. I suppose every generation needs a new way to exhibit their rebellion. Gaga is a great vehicle for associating with rebellion – plenty of use of the F-word, more crotch rubbing than in the zoo’s Orangutan exhibit and most of the show is performed in black underwear. The staging is worthy of the best Broadway play and the dancers are superb. The costumes are amazing. Oh, she also has some pants that blast sparks out of the crotch.
Speaking of flames and smoke, during one break, there are several minutes of images projected on a giant screen of Gaga smoking. Just smoking a cigarette. More rebellion and too bad for public health education.
Jesus and Christianity are good whipping boys for the rebellious types. Gaga assumes a provocative position and calls out to God above in one set. “I am dying of glamour,” she says. A statue of the Virgin Mary turns into a burning torch later. “My religion is you little monsters,” she adds. I wonder if Islam or other religions will ever be such an easy target for singers proving their rebellion.
Speaking of Virgin, there is plenty of endorsement for Virgin Mobile. The company name appears on stage. She calls a member of the audience with her cell phone and invites the person down to better seats. Virgin gives $20,000 per show to a charity supported by Gaga. Their club members get preferred access to Gaga concerts. According to a news release Virgin Mobile Canada’s mission is to connect, entertain and reward like nobody else. I have never seen such a prominent corporate display in a concert. I am sure the sponsorship deal comes at a price and delivers lots of those young people.
Late in the show, Gaga thanks her fans and declares she is the “luckiest bitch in the world.” I suspect her next income tax filing will demonstrate she is quite fortunate. Despite the cheering Gaga audience, I did notice there were more people at the Taylor Swift concert.
I guess I am not good at keeping my poker face.


I agree that the concert was quite the spectacle!! There was also plenty of endorsement for Virgin Mobile in her music video “Telephone” featuring Beyoncé. I recently learned that Virgin Mobile has a cause-related marketing campaign called RE*Generation and the program is committed to ending youth homelessness. Through this Virgin was able to coax Lady Gaga to join the bandwagon. Her cause had traditionally been gay rights, but after learning that homosexuality is often a cause of youth homelessness, she joined in.
This is tough on my concert ticket budget. Can I strike a balance between old and new school — Bon Jovi and AC/DC vs. Lady Gaga? There are definitely worse problems to have.