Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

by Jackie Huba

“WE IDENTIFY WITH EACH OTHER. I SEE MYSELF IN MY FANS AND MY FANS SEE THEMSELVES IN ME. I CALL THEM LITTLE MONSTERS BECAUSE THEY ARE MY INSPIRATION.” —LADY GAGA
 
Famous for her avant-garde outfits, over-the-top per­formances, and addictive dance beats, Lady Gaga is one of the most successful pop musicians of all time. But behind her showmanship lies another achievement: her wildly successful strategy for attracting and keeping insanely loyal fans.
 
She’s one of the most popular social media voices in the world with more than 33 million Twitter followers and 55 million Facebook fans. And she got there by methodically building a grassroots base of what she calls her “Little Monsters”—passionate fans who look to her not just for music but also for joy, inspiration, and a sense of community.
 
In Monster Loyalty marketing expert Jackie Huba explores Gaga’s biography and fan philosophy and iso­lates the seven lessons any business can learn from her. For instance…
Focus on your One Percenters: Lady Gaga is  investing today in the audience she hopes to have twenty-five years from now. She spends most of her efforts on just 1 percent of her base, the highly engaged superfans who spread her message. Lead with values: Gaga stands out not just for her music but also for her message that it’s okay to be yourself and to love others for who they are. When you connect with customers beyond just providing a product or service, you create a lasting bond. Give them something to talk about: Whether she’s wearing a meat dress or delivering jaw-dropping performances, Lady Gaga knows what will get people talking. Making your business word-of-mouth-worthy cuts down on advertising costs and spreads buzz faster than anything else.  
Love her or hate her, you can’t ignore Lady Gaga. And while not all businesses want to stand out the way she does, any business can win big by creating monster loyalty.

Genres: Business, Nonfiction, Music

224 pages, Hardcover

First published May 2, 2013

About the author

Jackie Huba is the author of the new book Fiercely You: Be Fabulous and Confident by Thinking Like a Drag Queen, which helps people become more self-assured and fearless at work and in life. She translated the book into an unforgettable TEDx Talk in Vancouver in 2015. Making TED Talk history, her presentation “Unleash the Power of Your Inner Drag Queen” was the first ever TED Talk to be done by a female drag queen. She author of three previous books on customer loyalty, including Monster Loyalty: How Lady Gaga Turns Followers into Fanatics. A sought after keynote speaker and consultant, Jackie has helped leading companies such as Discovery Communications, Whirlpool, and Dell create more loyalty in their customer base. She lives in Austin, Texas.

Reviews

[Popzara Press · Rating 3 out of 5]

Jackie's in-depth analysis of Gaga is an intriguing one that doesn't immediately sound as if it would be as gripping as it is, being business-related and all, but it's actually a very interesting journey through the mind of a media mogul. Jackie outlines several rules that new brands and businesses can follow as well, if they want to learn the tao of Gaga, which is a souped-up combination of social networking power, superfan branding, and giving the fans a feeling that they're involved in something much bigger than a corporation or a label.There's a wealth of information here that those who may not be as well-versed in social media or communication methods will want to take note of, especially solo entrepreneurs looking to improve their own branding strategies.

Full review by Brittany Vincent.

Monster Loyalty: How Lady Gaga Turns Followers Into Fanatics Review on Popzara

[Kelly Olexa · Rating 4 out of 5]

I found this to be a great read and -- when you are in this business, it really has many great points to consider. Yes, I'm a Gaga fan for music, but I'd never go buy a book about her to read as a fan. But when I read the description, it sounded as if it could be perfect-- as I work on taking my start-up global--- there are many things here that apply to our business. I love how the author will compare a concept that Lady Gaga uses to 2-3 companies doing similar things with their customers. Ultimately this book is about taking care of those that keep you in business and that makes perfect sense. Definitely amazing to think that Lady Gaga is only in her twenties....

[Jane · Rating 4 out of 5]

A couple of years ago I was linked by a friend to the blog article Jackie Huba wrote on this same topic and I was excited to learn that she had expanded it into a book.

I'm fascinated by the power and passion of fans and how fan communities self-organize, self-regulate, advocate and evolve. I've found it amazing to watch this shift in perception of the value of fans (or evangelists or advocates, call them what you will), a shift in the way celebrities, businesses, media, etc. interact with and engage these people. It feels like where once fans were seen as almost a quasi-embarrassing inevitability, the businesses and creatives are finally cottoning on to the fact that their fans are this massive, largely untapped potential resource. This book touches on all of this - using Lady Gaga as a case study for the right way for a business to treat the people who love them and therefore (as the book's subtitle says)- 'turn followers into fanatics'.

An easy, engaging read, you don't have to be a rabid Lady Gaga fan (or even to like her) to take away valuable lessons on building and inspiring customer loyalty.

[Judith Coley · Rating 5 out of 5]

Business books are often a single idea that is stretched into the length of a book, when an extended article was all that was needed. This is not that kind of book. Monster Loyalty is a thorough reverse engineering of Lady Gaga's fan base building techniques. Each chapter examines each method that was used, and provides case studies of other companies' success doing a similar thing for a completely different target audience. You can learn how Mini, Makers Mark, Fiskars scissors etc activated their user bases for successful customer engagement.

There are summaries of all the techniques at the end of the book. Recommended for anyone in marketing, or business who needs to think about delighting their customers.

[Drew · Rating 4 out of 5]

Great exposition on the 1000 fans idea, here called the One Percenters. Ideas like giving fans a name, being fans of your fans, creating symbols, aligning your products with a cause, are all good ideas.

[Paul · Rating 4 out of 5]

Lady Gaga is one of the most popular pop stars in the world. Her strategy for getting, and keeping, extremely loyal fans is incredibly successful (with 33 million followers on Twitter, she must be doing something right). This book shows how businesses of any size can copy her strategy.

First of all, who are your passionate fans, those whose world revolves around your brand? Are blogs or Facebook pages dedicated to your brand? Do people call your toll-free number, or send emails, with suggestions on how to improve your website? Those are your One Percenters. Find them, and don't let go. It's easier and cheaper to keep a present customer than to create a new one. (How is your customer service? What do review sites like Yelp say about you? It's pretty hard to get, or keep, passionate fans if your customer service stinks.)

What are your company's values? Making money is what you do, how and why you do it is what is important. Find a way to bring those passionate fans together, whether online or in person. Add an online forum to your website, or solicit testimonials and spread them throughout your marketing materials.

This group of fans is going to need a name. If they haven't decided on a name, ask their input in coming up with one. When it comes to deciding on a symbol for this group, watch how your customers use (or don't use) them; some symbols just won't work. Be open to adopting fan-created symbols.

Find a way to make your customers feel special, to put them in the spotlight. Invite them to special VIP events, or put them on your products. Give those passionate fans something to talk about, but don't be outrageous just for the sake of being outrageous. It could be something really simple, like one new design feature.

This book is highly recommended for businesses of all sizes. It won't be fast or easy, but if Lady Gaga can create legions of loyal fans, why can't you? It is also highly recommended for those, like yours truly, whose only exposure to Lady Gaga has been through the media. It was very surprising to learn that she is much more than just a pop star.

[Jim Serger · Rating 5 out of 5]

Lady Gaga, who hasn't heard of her--well that says a ton for the business side of her talent. She says basically go big, or go home--but to be big what does one have too do? The answer is care for others, then others will care for you. In this book by Jackie she tells the side we do not hear about Lady Gaga, that is what she is doing for others--teenagers, handling bullying and many others. She cares for fans, she puts them first, she listens to them and she creates social, walking evangelists. Lady Gaga is huge, and this book explains the ins of what is making her special to follow-- it is more than just music, it is more than just fancy wardrobes --it is a business and Lady Gaga is leading the way at putting her customers first which is creating a Monster Loyalty. My little girl loves her music, as well as I-- but putting her patrons first is more meaningful to me, and she is giving a new meaning to community and using her talent in helping those without a voice be heard. Great book on customer service, not a music book or biography but a novel on what it takes to be number 1. #makeothersfeelspecial she is leading the way, I have learned from Jackie's book and I know you will too.

[James · Rating 1 out of 5]

This one didn't work for me. There are some insightful points about customer engagement, but the book has some significant problems.

First, Lady Gaga is a book's big focus. But she's a problematic example for social media outreach, as most people trying to implement these examples will never have her resources in terms of money, coverage or interest. Huba never engages the distorting effect of Gaga's celebrity.

Second, too much of the book is dedicated accounts of Gaga's rise, devotion to her fans and how she's a world-changing artist. A basic biography could be part of the book, but too many pages are given to fan-club service.

Ultimately, the lessons you could find here--reward your top fans, express the inspirational core of your brand--can be found in plenty of other social media or marketing books. Not recommended unless you're a "Little Monster" yourself.

[Peebee · Rating 4 out of 5]

This was actually better than I expected. It was a simple, straightforward book about marketing, using Lady Gaga as a case study. Yes, the author was a fan, but she applied fairly rigorous analysis to the Mother Monster's business strategy. There were things from this book that immediately clicked for me and that I will incorporate into my work. Basically, it's a book on building brand loyalty for people like me who don't like to read books that feel like they're part of required reading for an MBA curriculum. Plus I learned more about one of my favorite stars and her fanatic followers.

[Joy · Rating 3 out of 5]

If you have any background in basic marketing, this entire book is probably a no-brainer. However, being a musician, I don't have that background. And while even I, the lowly artist, have figured out a fair amount of these concepts on my own, it's nice to see it mapped out in a quick-to-read form. Nothing earth shattering. Focus on developing an exceptional product, cater to your core advocates, build those communities... etc. The Gaga theme definitely made these ideas feel more novel and fun than they actually are.

[Patricia Bergman · Rating 4 out of 5]

I won this book through Goodreads giveaway.

I'll be honest here. Outside of seeing some outlandish behavior on her part, I haven't paid much attention to Lady Gaga. The book, as a result, was quite a eye opener. This woman is a brilliant marketer and an incredible judge of talent in the selection of her advisors. This is a thought provoking book that just might provide some useful ideas for certain businesses.

[Vineca Gray · Rating 3 out of 5]

A really well thought-out book that reveals fundamental marketing concepts at work - very enjoyable read. I am not planning to rename my clients 'little monsters' anytime soon, but the powerful loyalty that Lady Gaga has orchestrated in her career is undeniable.

[Skye · Rating 3 out of 5]

Sometimes the things Gaga does really makes me so moved, I actually teared just by reading the passages. :') Not a Little Monster, but I love all the things she's doing to foster a community that is 'kinder and braver'. Way to go!

[Lawanda Shields · Rating 3 out of 5]

This book first entered my radar in 2020 after attending a virtual Teachers Pay Teachers conference. One of the presenters mentioned how good this book was and how much valuable information was in it. So, I made the purchase. I must confess it took me a while to read this book. I learned a lot about Lady Gaga. I am not a Gaga fan, so I was pleasantly surprised by many of the things I learned about her. This is a good book for aspiring entrepreneurs. However, the book does seem to spend a good deal of time on Lady Gaga and less on the techniques for creating fanatics. Would I recommend it? Yes. Would I read it again? No. It has just a little too much extra information.

[Max Davidson · Rating 3 out of 5]

Overall, this book has very interesting lessons. I would’ve preferred a bit more detail and level of research. Sometimes the author quoted Lady Gaga’s Twitter as a primary source and speculated more than I would’ve liked. However, I still think the lessons are important and easily applicable to other businesses.

[Kayisha Thomas · Rating 5 out of 5]

Very impressed by the contents of this book. The tips and techniques are great. Whilst reading I put some into place for a business I just started and saw results. I appreciate the case studies/ examples from established businesses and the closer look into lady gaga the person.

[Vasco · Rating 2 out of 5]

Did not finish. Had high expectations for the book. It's mostly a rehash of the usual marketing / branding principles for loyalty using Gaga as a case study. Not a bad book, but nothing unique either.

[Jak Krumholtz · Rating 3 out of 5]

I enjoyed this marketing book inspired by examples from Lady Gaga. At time gets too wrapped up in fandom though.

[Laurent Destrooper · Rating 5 out of 5]

Superiorly insightful

[Kristina Libby · Rating 5 out of 5]

A great read for how loyalty programs work and what drives loyalty using the pop culture book of Gaga. Huba does a wonderful job!

[DeBora Rachelle · Rating 4 out of 5]

This book gets a business owner thinking of how to get your product to relate to your target market consumer.

[Gregory · Rating 3 out of 5]

Basic marketing applied to Lady Gaga. Worth a read especially if you're a member of monster nation.

[Josh Eskow · Rating 5 out of 5]

So I think I'm in love with lady gaga now. Did not expect to finish this book and I loved it.

[Allynn Riggs · Rating 5 out of 5]

Took lots of notes. Still figuring out how to use all the information and ideas in my own marketing plan. Wow. Will reread often.

[Areej Alkanderi · Rating 4 out of 5]

Very light and to the point.

[Consuelo Harz · Rating 5 out of 5]

Un excelente libro para todos! Da lo mismo al área que te dediques es de utilidad y bastante fácil de comprender

[evan · Rating 4 out of 5]

partly serves as a biography of gaga which is cool but enticing overall

[Alex · Rating 4 out of 5]

The author worshiped Lady Gaga a little much and wasn’t really the best writer, but I still found the book useful and would recommend it for musicians who are trying to gain a loyal fanbase.

[Jacque · Rating 3 out of 5]

It's inspiring, gives some of Gaga's examples to spur ideas on how social media might be used for one's own company marketing. I would have given it 4 stars if A) an early chapter mentioned the comprehensive footnotes/bibliography of social media sites included at the end. It would have been great to go to the internet and view those pages while reading the book the first time. I just discovered those tonight when I finished the book. I am so glad I turned the page after the last acknowledgement or I would have missed all that!
B) While there were a few examples given of other companies social media marketing along with Gaga's, I would benefit from some nuts and bolts advice for smaller local businesses, especially some lower budget ideas that might benefit a wider audience that includes various small business owners, such as: solo entrepreneurs, those in the service business, consultants, etc. The book is marketed well, but it seems targeted toward those who work in a bigger budget environment.

[Amanda B · Rating 4 out of 5]

This came through the book drop while I was working circ one day and I was intrigued. I think this is an especially interesting read for writers because it gives advice for focusing on those who are already engaged with your art, vs. always trying to court new fans. I feel like a lot of self-promo advice (in general) is about increasing numbers or exposure. This gives some good ideas for how to strengthen bonds with fans you make organically.