Lady Gaga Empowers Fans and Promotes Her New Album at the Same Time

Patrick Eminger 

Pop superstar, Lady Gaga, just released her sixth studio album titled “Chromatica” this June, and she has been heavily advertising it ever since. Besides more typical promotion methods, like talk show interviews, radio play, and an amazing four-song MTV video music award performance, there is one part of her ad campaign that has stood out to fans. 

Instead of using expensive advertising space in Times Square and other high volume spots to put a gorgeous picture of herself or her album cover, Gaga decided to explain the strong message of the music in words on billboards. In an interview for Apple Music, she said, “I think that the beginning of the album really symbolizes, for me, what I would call the beginning of my journey to healing,” she continued, “and what I would hope would be an inspiration for people that are in need of healing through happiness, through dance.”

Lady Gaga also mentioned how important to her it was to spread those messages through her music and on the billboard because of the current climate of the world, and people feeling disconnected or alone. She wanted to take what she knew would help her heal and make it into the right music that would help others heal too. She encourages people by letting them know that just because they are sad or mad that they do not have to stay that way. That message stayed persistent throughout her whole “Chromatica” era even down to the advertising.

The inspiring promotional campaign was successful as it landed the album at number one on the Billboard 200 albums charts on its debut week and won her the award for artist of the year at the MTV VMA’s. 

What we can take away from this campaign is that female pop music doesn’t always need to be only about eye-catching, wild outfits and anything superficial in order to promote their music. We can learn that the message behind the music and what people will get from listening to it can actually be the way you promote the music. The message of empowerment, rebuilding, and healing is promoting itself in these billboards.