Client: Pop Base · Role: Director of Media & Content Strategy
Credits: Producer, Interview, Editor, On-Site Capture, Content Rollout Plan
Goal
Capture content with concert-goers that music fans online will identify with across shows at MSG, targeting what that specific fanbase is already thinking about — including two clips on fans' own holy trinity of pop albums and reactions to the rumored “The Dead Dance” single, plus one wide arena clip for scale.
Approach
- Monitored die-hard fan chatter on X and Instagram to find the best window before the show, when most fans were lining up and meeting friends.
- Researched current fan-base trends — the new single, questions about her catalog, specifically Joanne's place in it — to find angles that would spark discussion.
- Asked “hot take” questions built to prompt real thinking and engaged comments from the fanbase while onlookers learned more about the artist being discussed.
- Outlined Lady Gaga's setlist to capture surprise songs, watching for motifs die-hard fans would love — the Born This Way jacket in NYC, the outro song.
