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Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

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3.73  ·  Rating Details ·  81 Ratings  ·  21 Reviews
“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: he
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Hardcover, 224 pages
Published May 2nd 2013 by Portfolio
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Community Reviews

(showing 1-30)
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Popzara Press
May 28, 2013 Popzara Press rated it liked it
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 ...more
Kelly Olexa
Jun 09, 2013 Kelly Olexa rated it really liked it
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. ...more
Geofrey Crow
Feb 05, 2016 Geofrey Crow rated it liked it
First, let me say that Jackie Huba's analysis of the way that Lady Gaga forged such a close relationship with her most loyal fans (the Little Monsters) is both spot-on and deeply insightful. Just reading this book left me with an even deeper appreciation for what an amazing human being Lady Gaga is, and how much of herself she's put in to making a better world for her fans. This isn't a book about marketing, this is a book about how one woman made a difference in the lives of millions of Little ...more
Judith Coley
Oct 12, 2013 Judith Coley rated it it was amazing
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 ...more
Paul
Nov 30, 2013 Paul rated it really liked it
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
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Jim Serger
Jan 03, 2014 Jim Serger rated it it was amazing
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. ...more
Jane
May 12, 2013 Jane rated it really liked it
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 en
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James
Sep 22, 2013 James rated it did not like it
Shelves: communications, work
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
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Laura
Feb 17, 2016 Laura rated it liked it
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 ...more
Peebee
Oct 18, 2013 Peebee rated it really liked it
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 ...more
Patricia Bergman
Sep 02, 2014 Patricia Bergman rated it really liked it
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
Jan 15, 2014 Vineca Gray rated it liked it
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
Dec 08, 2015 Skye rated it liked it
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!
Leandra Vane
Jan 04, 2016 Leandra Vane rated it it was amazing
A great marketing/business book with practical information that can be applied to businesses and artists alike showcasing, of course, the career and relationship building skills of Lady Gaga. Will update with full review~
Jacque
Sep 24, 2013 Jacque rated it liked it
Shelves: marketing
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 ...more
Joni
Jan 11, 2014 Joni rated it liked it
There's something that seems a bit insidious, even heartbreaking, about analysing Gaga's Little Monsters movement from a marketing perspective and referring to them as "customers", but this book is not as depressing as that sounds. There are actually a lot of good lessons here-- how to sell people something good that they actually want, and maybe even improve their lives by making them feel a part of something. I love Gaga, and I sort of wish I was a bit younger so I could really get into the ...more
Amanda Coppedge
Sep 08, 2014 Amanda Coppedge rated it really liked it
Shelves: read-in-2014
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.
Devorah Royal
Jun 06, 2016 Devorah Royal rated it really liked it
It's not your typical business style, "with key takeaways" type of book, which is what I generally like to read. I like books that are chockful of good and useful information. The "meatier" the better, however, I found this book pretty interesting. It gives the reader what to think about and new perspectives to consider. So beyond being interesting, it was also useful. Always a great combo. :-)
Jodi
Jan 01, 2014 Jodi rated it really liked it
Thanks Judith Coley for recommending this book- I have found myself boringly quoting from it around the office for the last month! I also like how other company examples are blended in so it is not just a GaGa bubble. The last 25% of the e-book was all references - my only reason not to rate it 5 stars...
Theodore Kinni
Jan 20, 2016 Theodore Kinni rated it liked it
Can't say that I'm a fan of lady Gaga, but Jackie Huba does a great job of showing how she creates and hangs onto fans - and translating the lessons for businesses.
Nick Goossen
Nick Goossen rated it really liked it
Jan 25, 2014
Jake Udell
Jake Udell rated it it was amazing
Jul 03, 2016
Melody
Melody rated it liked it
Jan 13, 2015
Joseph Scott
Joseph Scott rated it it was amazing
May 26, 2015
Ashlie L
Ashlie L rated it it was ok
Jun 12, 2014
Amrita
Amrita rated it liked it
Jan 16, 2016
Current Penguin
Current Penguin rated it it was amazing
Jul 17, 2013
Teshia Treuhaft
Teshia Treuhaft rated it it was ok
Jan 18, 2016
Julia
Julia rated it really liked it
Jun 19, 2014
Ethan Schiff
Ethan Schiff rated it really liked it
May 14, 2013
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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 ...more
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