Lady Gaga to Take Act to India
To expand her audience, she’s paired up with Bollywood producers to remix her songs in South Asia.
Lady Gaga is going Bollywood.
Hot on the heels of selling more than 1 million copies of her third album, Born This Way, the Grammy winner has announced plans to kick off a marketing campaign in India.
Gaga and her manager Troy Carter have teamed up with Desi Hits, a New York-based media company that distributes entertainment content to South Asians worldwide to expand her brand, the Wall Street Journal reports. PHOTOS: What Lady Gaga and other stars wore to the Grammys
"The reason I'm going to India now is because I can," she tells the WSJ. "I didn't have the money or the resources before to travel and bring all of my things with me and reach an entire new territory of fans."
"She's expanding her base," said Carter. "In the last album cycle we toured a lot of places in the world, but there were still some territories that we weren't able to go and spend time and really work. India was one of those places." PHOTOS: Lady Gaga's wackiest style choices
Britney Spears, 50 Cent, Akon and Enrique Iglesias have also partnered with Desi Hits to penetrate the India market, which is made more attractive by its population; 700 million people are under the age of 30.
The company pairs artists and their record label with producers and DJs to help them navigate the commercial culture in India. Co-founder Anjula Acharia-Bath explains that songs become hits in India after appearing in movies, so a fluency in Bollywood is essential.
Acharia-Bath had Gaga's hit song "Born This Way" remixed by two sets of producers, The Bollywood team of Salim and Sulaiman and Culture Shock, a Canada-based band and production team, according to the WSJ. They were released last month on YouTube and DesiHits.com, which gets 1.5 million unique visits a month and reaches 20 million people across the Web, mobile and TV platforms monthly. Two more South-Asian influenced remixes of her song "Judas," by Salim and Sulaiman and another well-known producer, Panjabi MC, are also being featured on DesiHits.com.
Gaga has promoted her album prolifically domestically as well between appearances on Saturday Night Live, The Oprah Winfrey Show, The Ellen DeGeneres Show and Good Morning America's summer concert series. When Amazon.com sold her album for 99 cents, its cloud servers nearly crashed. VIDEO: Gaga on GMA
She's the fifth female artist to sell more than 1 million albums in a week.