“All we hear is VIDEO GaGa”: The integral role of ONLINE VIDEO in projecting Lady Gaga into SUPERSTARDOM!

Has VIDEO murdered music? Maybe it was just a bad romance…

When Lady Gaga bust onto our radiowaves in 2008 with Just Dance, she had everyone from teenage girls in miniskirts to grandfathers in brogues tip-tapping away on the dance-floor. But when we were blessed with the ability to put that name to a face at the MTV Video Music Awards (VMAs) in 2010, the world paused for a moment in bewildered unison asking, “WHY>?>?!! WHY THE MEAT DRESS, GAGA???”

Courtesy of REX images

Even now, half a year on –we still talk about Gaga’s radical dress sense as if it were some sort of Divinity, in place of what she should actually be celebrated for – her music. But what effect Gaga raises from her image is completely obliterated when compared to the effect caused by her music videos.

Miss Stefani Joanne Angelina Germanotta’s (GaGa) ‘Bad Romance’ currently stands as the World’s second most watched video EVER (Not even most watched music video, but VIDEO) on youtube.com.

Yup – Her lycra-coated body has paraded across the world’s eyes a staggering 362 MILLION TIMES!  (And counting!) This means that on average, ‘Bad Romance’ has been watched by ONE in TWENTY people on the PLANET! Or in other terms, her video has been watched once over by the total population of South America! If we play the video back to back 360 million times, and my calculations serve me correctly, it would take 30.5m hours, that’s 3500 YEARS to watch!  How scary is that?

It’s ironic to think you’d be hard-pressed to find 1 in 20 people who even like Lady Gaga and that everyone you speak to about ‘Bad Romance’ seems to think Gaga’s music is, well, just plain BAD.

And yet, we just can’t get enough: In February of this year, she won a Grammy Award for Best Short Form Music Video with her psychedelic video.  Back in 2009 Lady G was nominated for a total of nine awards at the VMAs wherein she won the award for Best New Artist for her single “Paparazzi” (Which has been viewed a mere 55 million times on youtube) and won 2 awards for Best Special Effects and Best Art Direction.

At the 2010 VMAs – “she gone cleared up good”! With ‘Bad Romance’ she won Video of the Year, Best Pop Video, Best Female Video, Best Dance Video, Best Choreography, Best Direction, AND Best Editing! Not to mention Best Collaboration for her video with Beyonce – ‘Telephone’. In response to her success, Gaga is quoted as saying “I’ve always been famous, it’s just no one knew it yet”. Well they sure do now, honey! Thank you youtube! Michael Jackson’s legendary music video, ‘Thriller ’, seems like an amateur 8mm home video in comparison to her worldwide SUPER HD BLOCKBUSTER.

                 – “fashion roadkill, that’s okay” – GaGa.

Type the letter ‘L’ into youtube and Lady gaga will come up as two suggestions in a row. Type in ‘Lady’ in google.com, and she comes up as all suggestions every time. Three years ago, Lady Gaga was still Stefanie, and now thanks to ONE ONLINE VIDEO, she is a household name who has made an unprecedented mark in music history.

All this from a woman who is “just trying to change the world, one sequin at a time”.  Right then.

by NICK KWEK

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