Uploaded June 2011 | Updated September 2026, 2 weeks ago
Makeup by Makayla Stiles.
When Amazon offered Gaga for 99 cents, hundreds of thousands clicked to buy. Others (including Alan Lastufka) looked askance. I bought it. And I answer the askance lookers.
A look into how Team Gaga marketed "Born this Way" and broke into the charts with more than 1.1 million units sold in the first week of release.
Alan's video: youtube.com/watch?v=PRj3dhSh6t8
His record company: DFTBA Records. http://www.DFTBA.com.
"Still Got Legs" by Chameleon Circuit: http://dft.ba/stillgotlegs
Did you know that Gaga's record company, Interscope, had the album in 20,000 retail outlets in the united states?
Amazon.com offered the album for download at 99-cents. The response was so heavy that their systems couldn't handle the load. They offered a second download a few days later.
The 99-cent offer proved controversial for a number of reasons. One based on a grudge nursed by Britney Spears fans for four years. Two based on a sense that the low price would recalibrate customer expectations on what music is worth. Three based on misinformation.—some people avoided the download because they thought that it was ripping off Lady Gaga. In fact, while Amazon sold the album for 99 cents, they payed Interscope at least seven dollars a copy.
Makeup by Makayla Stiles.
When Amazon offered Gaga for 99 cents, hundreds of thousands clicked to buy. Others (including Alan Lastufka) looked askance. I bought it. And I answer the askance lookers.
A look into how Team Gaga marketed "Born this Way" and broke into the charts with more than 1.1 million units sold in the first week of release.
Alan's video: youtube.com/watch?v=PRj3dhSh6t8
His record company: DFTBA Records. http://www.DFTBA.com.
"Still Got Legs" by Chameleon Circuit: http://dft.ba/stillgotlegs
Did you know that Gaga's record company, Interscope, had the album in 20,000 retail outlets in the united states?
Amazon.com offered the album for download at 99-cents. The response was so heavy that their systems couldn't handle the load. They offered a second download a few days later.
The 99-cent offer proved controversial for a number of reasons. One based on a grudge nursed by Britney Spears fans for four years. Two based on a sense that the low price would recalibrate customer expectations on what music is worth. Three based on misinformation.—some people avoided the download because they thought that it was ripping off Lady Gaga. In fact, while Amazon sold the album for 99 cents, they payed Interscope at least seven dollars a copy.
