INSTRUCTIONS

First Post

Choose one of these three people:

Lady Gaga

Tyler Perry

Shonda Rhimes

View one of the following online videos: "Note video links are at the bottom of page"

1. Lady Gaga: The Art of Fame-- from 60 Minutes 2011 (14 min.) at Lady Gaga: Art of Fame

Lady Gaga, at a young age, understands the business of personality and how to generate visibility and fan loyalty while managing her own brand.

Additional resource: Lipshutz, J. Lady Gaga's Comeback: Remind Everyone She Can Really, Really Sing.

Additional Resource: Lady Gaga Discusses Fame, Money.

2. Tyler Perry -- from 60 min. 2011 (12 min.) at Tyler Perry :

Tyler Perry's films have grossed almost $500 million and he does it his way - producing his films, TV series and plays out of his studio complex in Atlanta. He now has a powerful partnership with Oprah Winfrey's OWN channel.

Additional Resource: Terry profile in the Hollywood Reporter: "Tyler Perry Talks Race and Creative Freedom in Hollywood."

3. Shonda Rhimes (from ABC Nightline 8 min) - a star producer/show runner whose hits "Grey's Anatomy", "Scandal" and "How To Get Away with Murder" dominate on ABC. All three dramas are renewed for 2017-2018 season.

View the video: ShondaLand: Behind the Scenes w/Shonda Rhimes

Update on Shonda Rhimes: Rhimes Leaving ABC for Netflix

Additional research:

Check out the 'home page' of Lady Gaga and of Tyler Perry Studios to see how they present themselves to the public now. Lady Gaga, of course, did the halftime show at the 2017 Super Bowl and presented a different image than in this older video.

Address the following questions about his or her business model in your initial posting - discuss only one of the celebrities:

1.Who are Lady Gaga's or Tyler Perry's or Shonda Rhimes' target customer segments. What is going on in their lives or ‘community'?

2.What is the ‘value proposition' your chosen celebrity offers their customer segments (fans) which makes (A) Lady Gaga different from other female singers or (B) makes Perry's movies/TV series different or (C) makes Rhime's shows unique? How do they meet a need for their audiences?

3. What specifically does your chosen celebrity do to reach their customer segments and maintain their loyalty?

4. How does all this combine to define a unique brand?

5. Do you consider your chosen celebrity successful in their business model? Why?