Are we learning from Lady Gaga and Troy Carter?

You don’t have to like her music, you don’t have to like her fashion sense, but you do have to have some admiration for the way she conducts business.

English: Lady Gaga performing on the Fame Ball...
English: Lady Gaga performing on the Fame Ball tour in Minneapolis, MN at the Fine Line Music Café. Remastered with Photoshop. (Photo credit: Wikipedia)

I’ve long thought Lady Gaga is one switched on lady, and yesterday I read an article in Wired.CO.UK that proved it. Troy Carter, Lady Gaga’s manager, was the subject of an interview that described how he has made the most of social media to propel her career. Not only that, he is now in the process of creating a new social media platform called Backplane, that looks set to provide a community hub for the Little Monsters (Lady Gaga’s fans) and a means for her to bypass the record companies and sell her content directly through the platform. Here’s how his plans have been described in the Wired interview;

For several years, Carter has been plotting a digital disruption of the music business and, by extension, the whole entertainment industry. In addition to his offices in Los Angeles, which employ talent managers and communications and support staff, he has a team of nearly 20 engineers and executives in Palo Alto, working seven days a week developing something called the Backplane, a social-media platform that will allow celebrities to combine all the elements of their social-web presence.

Yes, that’s right. This platform is not just about Lady Gaga, it’s about the entertainment business in general, and plans are afoot to pull other celebrities and even sporting clubs in. Here’s more detail from the interview explaining their grand plans;

The Backplane aims to gather content and interaction into one hub, which could completely alter the economics of Hollywood: revenue that once flowed to corporations will flow to artists. “Up until this point, we’ve been data dumb,” Carter says. “If a kid goes and buys a CD at Best Buy, we have no idea who the person is, how many times they listen to it, or anything like that. But we’re building to the point where one day we’re going to have access to all of the data. There will be a time where we’ll be able to release music through the Backplane, where we’ll be able to release music videos through there, we’re going to be able to sell all our tickets through there. Over a period of time, we’ll be able to build that audience so they’ll know exactly where to come.”

As it stands now, many celebrities use a variety of tools to communicate via social media. Twitter, Facebook, Tumblr and YouTube are all employed, but they are all separate entities. Backplane has stated their intention on their site;

The Backplane team is creating a new type of social corridor. We believe that audiences seek new and more meaningful ways to connect and engage with each other. Backplane fills a gap in the current social spectrum by empowering sharing and conversation that is effortless but not automatic.

Smart, huh? And look what they’re doing to enable discussion with fans across language barriers;

They needed a chat function. That was already in the works; the Backplane was using Google’s translation software so people from all over the world could chat in one language.

There is much to learn from Troy Carter and his vision. This kind of entrepreneurial thinking needs to emanate from somewhere. Troy grew up in a rough neighbourhood in West Philadelphia and got some breaks that found him working with Will Smith. His willingness to do pretty much anything that was required led to other job opportunities. He even went bankrupt at one stage, but eventually found himself introduced to Lady Gaga. Me, I’d like to know more about his schooling. Was he introduced to creative thinking in the classrooms he occupied? Was he inspired by someone in his youth who saw something in him and encouraged this kind of willingness to take risks and think outside the square?

What are the implications of this new approach to shaping and growing a career for education? Plenty, in my book. We need to be exploring this new business model in our classrooms and make sure our students have a keen understanding of the benefits of utilising social media to create your brand and proactively develop employment opportunities. Schools themselves can learn plenty from this. How many are utilising the tools of social media to communicate with their communities and grow their brand in a positive, proactive fashion?

Take note too of the job industry driving this change. If you take a look at the jobs board on the Backplane site, you’ll see that coders are in hot demand. If we’re going to see the Web become the vehicle for dissemination of not only ideas, but content, then we’re going to need a skilled workforce to meet the demand that is sure to ensue. The Khan Academy are about to release an education portal that teaches Computer Science fundamentals through interactive drawing. But let’s not rely on the self motivated to fill the positions that will arise. Let’s open up kids’ eyes by teaching the elements of coding in our schools and educating them about the career prospects that await them if they choose to master it.

Another lesson here also for the book industry. Publishers, are you taking note? Because I bet authors are. We’ve already seen J.K Rowling begin to control her ownership and distribution of content with Pottermore. I’m guessing there are quite a few high profile authors, and low profile ones too, who would be interested in Backplane and the possibilities there for controlling their content and profit margins.

Changing times call for changing approaches across many sectors. Lady Gaga and the team behind her are people to watch. You can learn more about Troy Carter’s background and his approach to the music business by watching this Keynote interview from the Music Matters conference in June 2012.

He speaks my language.

School’s out Friday

George Couras sent our a tweet this week to this Google Chrome video. It’s the embodiment of what the Web allows; the crowdsourcing of material inspired by someone who has the ability to inspire and motivate people to create content. In this case it’s Lady Gaga, someone who understands that you don’t need record companies to spend millions of dollars promoting your material now. If you’re smart, you engage your audience, you talk to them through channels of social media such as Twitter and Facebook, and you make them feel like they matter to you. Your fans feel like they have a personal connection to you, and they promote your product and make you a superstar in the process. Lady Gaga gets this. So does Justin Beiber, and Will.i.am from the Black Eyed Peas. If you’re an aspiring musician, you better start understanding how social media works, because if you’re going to make it big, you need to find and talk to your audience, and get them to do the promotion that record companies did in the past.

How clever of Google to link with Lady Gaga to promote their products. They are a company working very hard right now to crowdsource users to promote Google+, their new social network going up against the monolith that is Facebook. I wrote a post earlier this week talking of how I don’t think I can manage another social network. It took all of two days for me to succumb to the lure of Google+.

Pathetic, isn’t it.

I still don’t think there is room in my life for another social network, but I have to say there are some things about Google+ that I do like. The circles feature, where you group people into categories, is something I like. You can post content in your stream to specific circles and I like the perceived element of control that appears to come with that. I tried out Google Hangouts with a group including Joyce Valenza, Judy O’Connell, Cathy Jo Nelson, Linda Nitsche, Rob Darrow and Chris Betcher the other morning(see screenshot below). It worked really seamlessly. We could all see and hear one another – there was very little lag and you could conduct a conversation just like you were hanging out with this group in any social setting. No-one had to pick up the microphone like you do in Elluminate; it was a much more natural experience. There are so many possibilities here for education. If you can create circles for specific groups of students, you eliminate the problems that come with sharing content across all of your social groupings. Can you imagine end of year revision before VCE exams taking place in a Google hangout? I can. At the moment, there is no ability to upload a presentation or share a screen, and it’s limited to 10 people. If they work on it though, this presents a real challenge to a company like Blackboard that recently acquired Elluminate.


Thank goodness Google released Google+ while we are on school holidays here in Australia. It’s given me a bit of room to play. Next Wednesday, I leave for Port Douglas with my family on a much needed holiday. While I have no doubt I will check into my networks, I intend to do the right thing by my husband and kids and focus on them. There may not even be a School’s out Friday posting next week!

(And just for a bit of sheer indulgence, take a look at Maroon 5 and Christina Aguilera singing ‘Moves like Jagger’, my favourite song right now.)

Have a great weekend. I’ll try not to play too much with Google+!