来源：华尔街日报 2010-02-12 09:14
Lady Gaga's towering digital sales, almost all of them iTunes downloads, only tell part of the story. In fact, much of Gaga's audience got her music for free, and legally. They have listened to free streams -- by the hundreds of millions -- on YouTube and the other online services that Gaga currently leads, according to research firm BigChampagne. On MySpace, Gaga has had 321.5 million plays. By contrast, singer Susan Boyle tallied only 133,000 plays, despite scoring the No. 2 selling album of 2009. A difference (among many) between Gaga and the Scotswoman discovered on a British talent show: Ms. Boyle's material, including 'Amazing Grace,' was traditional -- and so were most of her buyers. Some 97% of her albums were sold on compact disc.
She's got a 360-degree view
The business needs more Gagas. The upheaval of the last decade has forced the major record companies to cut their work force by 60%, according to a recent report by the Recording Industry Association of America. Within the last week, dozens of Universal Music Group employees were laid off. (Gaga's own publicist took a buyout; his job won't be filled.) Labels have had to change their relationship with artists and lean on new partners, including the talent managers they often squabbled with in the past.
Without the budget and staff to support their once overloaded artist stables, labels have slashed their rosters and doubled down on acts expected to drive hits. They're also going after the money artists generate outside the labels' traditional business of selling music. This has given rise to, in industry parlance, the 360 deal, in which a label invests more money up front (for marketing, for example) in exchange for a piece of merchandise sales, touring revenue and other earnings that artists had long kept for themselves.
She could be the next Madonna
On the song 'Bad Romance,' Gaga chants 'I want your ugly, I want your disease.' She lovingly refers to her fans as 'monsters.' On stage, she bleeds from simulated stab wounds. Despite these dark theatrics, she's become a darling of mainstream radio by drawing from Madonna's playbook, with thumping dance beats, a shape-shifting image and a playful obsession with celebrity.