Lady Gaga成名啟示錄

注意那個(gè)為格萊美進(jìn)行開(kāi)場(chǎng)表演的女人。
Pay attention to that woman opening the Grammys.
　　
在格萊美的頒獎(jiǎng)典禮上，Lady Gaga和埃爾頓•約翰(Elton John)同用一架鋼琴表演了合唱。她得到了包括年度最佳專輯在內(nèi)的五項(xiàng)格萊美提名，不過(guò)這和她在短短一年間對(duì)音樂(lè)文化產(chǎn)生的更為廣泛的影響──這種影響可以說(shuō)是震撼性的──相比顯得并不那么重要。
At Sunday's awards show, Lady Gaga is expected to play a duet on a single piano with Elton John. She is nominated for five awards, including record of the year, but that's less important than her broader impact on music culture in the space of a year, which has been seismic.
　　
她的首張專輯就誕生了四首冠軍單曲。她在2009年以1,530萬(wàn)首的單曲銷量雄踞數(shù)字音樂(lè)銷量排行榜冠軍。她的熱門舞曲，包括《撲克臉》和《狗仔隊(duì)》在內(nèi)，她將一種古怪的歐式情調(diào)摻入了搖滾和饒舌音樂(lè)，這些歌曲也借此重新界定了電臺(tái)流行音樂(lè)的風(fēng)格。憑借她那科幻電影人物般的著裝，Gaga在音樂(lè)世界之外也抓住了人們的注意力。她在演唱會(huì)、音樂(lè)錄像和過(guò)去的頒獎(jiǎng)禮表演中曾戴著整副面具和行星環(huán)頭飾，還曾把鳥(niǎo)窩樣子的裝飾品圍在自己的頭上。
Her debut album has generated four No. 1 songs. She topped the digital sales chart for 2009 with 15.3 million tracks sold. Her dance hits, including 'Poker Face' and 'Paparazzi,' recalibrated the sound of pop radio with a spacey Euro vibe that's crept into songs by rock and rap artists. She grabbed attention beyond the music world with outfits that make her look like a refugee from a sci-fi film. In concert, on video and at past awards shows she has sported full facial masks, worn planetary rings around her head, and framed her face in what looked like a bird's nest.
　　
“她非常會(huì)玩花樣，”對(duì)Gaga贊賞有加的搖滾歌手艾利斯•庫(kù)柏表示。庫(kù)柏曾在舞臺(tái)上表演“斬首”。不過(guò)他表示，Gaga的這些花招能夠大獲成功的原因是“她確實(shí)有副好嗓子”。
'She's very vaudevillian,' says an admiring Alice Cooper, the rocker whose history of stage theatrics includes simulated decapitations. But he says Gaga's antics only work because 'she can really sing.'

Gaga或許最終被證明只是個(gè)曇花一現(xiàn)的流星，不過(guò)許多資深的業(yè)內(nèi)人士卻認(rèn)為她有真材實(shí)料，而且她在這個(gè)充滿挑戰(zhàn)的行業(yè)所表現(xiàn)出來(lái)的野心和能力或許能讓她成為一顆長(zhǎng)盛不衰的明星。本名斯蒂芬尼•吉瑪洛塔的Gaga畢業(yè)于曼哈頓的圣心女中，后來(lái)她為了追尋自己的音樂(lè)夢(mèng)想而離開(kāi)了紐約大學(xué)的音樂(lè)學(xué)系。她曾與唱片公司Def Jam簽約后又解約，后來(lái)與一個(gè)顧問(wèn)團(tuán)隊(duì)開(kāi)始了合作。當(dāng)邁克爾•杰克遜的去世讓我們意識(shí)到如今能夠超越狹隘音樂(lè)類型的新星已經(jīng)少之又少的時(shí)候，Gaga便在一年的時(shí)間內(nèi)橫掃各大媒體。
Gaga may turn out to be yet another fleeting pop novelty, but many other industry veterans see her as the real deal, and her ambitions and skill at navigating the turbulent industry may make her a durable star. Born Stefani Germanotta, she graduated from Manhattan's Convent of the Sacred Heart school, then left a music program at New York University to chase a music career. She was signed and dropped from one label, Def Jam, before uniting with a core team of advisers. She then stormed the media in a year when Michael Jackson's death reminded us how few new music stars transcend narrow genres anymore.
　　
我們?cè)贕aga亂蓬蓬的假發(fā)之下看到的是一個(gè)有關(guān)如何在時(shí)下的音樂(lè)行業(yè)取得成功的案例分析。23歲的Gaga聰明地運(yùn)用了新的數(shù)字平臺(tái)，而同時(shí)仍借助著一家大唱片公司的影響力──DIY文化的眾多支持者認(rèn)為這種做法已經(jīng)過(guò)時(shí)。她是一種新型唱片合約的產(chǎn)品，這種合約已經(jīng)不僅僅涵蓋唱片銷售，而是從巡演到商品， 甚至是包括造型合約在內(nèi)的各項(xiàng)事務(wù)。盡管Gaga自己創(chuàng)作歌曲，但她對(duì)于視覺(jué)上的舞臺(tái)效果、流行時(shí)尚和全球號(hào)召力也投入了和對(duì)音樂(lè)一樣多的精力。
Underneath Gaga's haystack wigs is a case study of what it takes to succeed in the music business today. Gaga, 23 years old, has made shrewd use of new digital platforms, while still leveraging the clout of a major label, an institution deemed obsolete by many proponents of DIY culture. She is a product of a new kind of recording contract which goes beyond just selling records to encompass everything from touring, merch andise--even her make-up deal. Though she writes her own material, she is as focused on visual theatrics, fashion, and global appeal as she is on the music.
　　
媒體的鏡頭在今年將繼續(xù)對(duì)準(zhǔn)Gaga。她將挑戰(zhàn)自己在MTV音樂(lè)錄像大獎(jiǎng)上換裝六次的戰(zhàn)績(jī)。從她的著裝來(lái)預(yù)測(cè)時(shí)尚風(fēng)潮是白費(fèi)工夫。不過(guò)，以下是Gaga可以告訴我們的有關(guān)當(dāng)今音樂(lè)行業(yè)如何運(yùn)作的三件事。
This year, expect the cameras to hover around Gaga, who will be challenged to top the six different costumes she donned at the MTV Video Music Awards. Divining fashion trends from her outfits would be fruitless. Instead, here are three things Gaga can tell us about how the music industry works now.
　　
她是個(gè)數(shù)字現(xiàn)象
She's a digital phenomenon
Gaga驚人的數(shù)字唱片銷量──幾乎全部來(lái)自于iTunes下載──只說(shuō)明了事實(shí)的一部分。實(shí)際上，Gaga的大部分聽(tīng)眾都免費(fèi)、而且合法地獲得了她的音樂(lè)。調(diào)查公司BigChampagne表示，人們收聽(tīng)的是YouTube和其他網(wǎng)絡(luò)服務(wù)商提供的免費(fèi)流──數(shù)量以上億計(jì)。Gaga在MySpace上的音樂(lè)播放量達(dá)到了3.215億次。而與之形成對(duì)比的是，盡管歌手蘇珊大媽在2009年的專輯銷量排行榜上位居第二，但她在MySpace上僅得到了13.3萬(wàn)次播放。Gaga和這位在英國(guó)選秀節(jié)目中脫潁而出的蘇格蘭大媽有一個(gè)不同點(diǎn)（她們之間還存在著許多不同點(diǎn)）：蘇珊大媽的歌曲，包括那首《奇異恩典》在內(nèi)，都屬于傳統(tǒng)范疇──而購(gòu)買她專輯的大部分人也比較傳統(tǒng)。她的專輯有大約97%都以CD形式銷售。
Lady Gaga's towering digital sales, almost all of them iTunes downloads, only tell part of the story. In fact, much of Gaga's audience got her music for free, and legally. They have listened to free streams -- by the hundreds of millions -- on YouTube and the other online services that Gaga currently leads, according to research firm BigChampagne. On MySpace, Gaga has had 321.5 million plays. By contrast, singer Susan Boyle tallied only 133,000 plays, despite scoring the No. 2 selling album of 2009. A difference (among many) between Gaga and the  Scotswoman discovered on a British talent show: Ms. Boyle's material, including 'Amazing Grace,' was traditional and so were most of her buyers. Some 97% of her albums were sold on compact disc.
　　
她有360度的視野
She's got a 360-degree view
　　
音樂(lè)行業(yè)需要更多的Gaga。美國(guó)唱片業(yè)協(xié)會(huì)最近的一份報(bào)告顯示，過(guò)去十年的巨變迫使大唱片公司將員工裁減了60%。僅僅在最近的一周之內(nèi)，環(huán)球音樂(lè)集團(tuán)的雇員就被裁減了數(shù)十人。（Gaga自己的公關(guān)就選擇了“買斷工齡”；這一職位也不會(huì)得到填補(bǔ)。）唱片公司不得不改變和旗下藝人之間的關(guān)系，倚靠新的生意伙伴，其中包括那些他們過(guò)去經(jīng)常與之口角不斷的人才代理們。
The business needs more Gagas. The upheaval of the last decade has forced the major record companies to cut their work force by 60%, according to a recent report by the Recording Industry Association of America. Within the last week, dozens of Universal Music Group employees were laid off. (Gaga's own publicist took a buyout; his job won't be filled.) Labels have had to change their relationship with artists and lean on new partners, including the talent managers they often squabbled with in the past.
　　
由于沒(méi)有資金和人員來(lái)支持他們?cè)?jīng)過(guò)于龐大的藝人隊(duì)伍，唱片公司大幅縮小了雇員數(shù)量，并對(duì)那些預(yù)期能夠?yàn)闊衢T歌曲流行推波助瀾的活動(dòng)加大了投入。他們還希望從藝人們?cè)诔句N售音樂(lè)的傳統(tǒng)業(yè)務(wù)之外獲得的收入中分得一杯羹。這帶來(lái)了行話中所謂的“360度合約”，也就是說(shuō)一家唱片公司先期投入更多的資金（比如說(shuō)，在營(yíng)銷中）來(lái)?yè)Q取商品銷售、巡演收入和其他的一些收入，而這些收入在過(guò)去一直都?xì)w藝人自己所有。
Without the budget and staff to support their once overloaded artist stables, labels have slashed their rosters �쿽탞皖ꌸ匢뺱ﮍhttps://www.hjbbs.com/©版權(quán)所有滬江網(wǎng)ﮍ뺱匢ꌸ皖탞쿽�and doubled down on acts expected to drive hits. They're also going after the money artists generate outside the labels' traditional business of selling music. This has given rise to, in industry parlance, the 360 deal, in which a label invests more money up front (for marketing, for example) in exchange for a piece of merchandise sales, touring revenue and other earnings that artists had long kept for themselves.
　　
她有可能成為麥當(dāng)娜第二
She could be the next Madonna
　　
在歌曲《糟糕的羅曼史》中，Gaga唱道，“我想要你的丑陋，我想要你的疾病。”她親熱地將自己的歌迷稱為“怪物”。在臺(tái)上，Gaga的假傷口血流不止。這些黑色戲劇化的表現(xiàn)手段并沒(méi)有妨礙她通過(guò)借鑒麥當(dāng)娜的成功秘笈，包括跳躍的舞曲節(jié)奏、多變的形像和假意癡迷名人的態(tài)度而成為主流電臺(tái)的寵兒。
On the song 'Bad Romance,' Gaga chants 'I want your ugly, I want your disease.' She lovingly refers to her fans as 'monsters.' On stage, she bleeds from simulated stab wounds. Despite these dark theatrics, she's become a darling of mainstream radio by drawing from Madonna's playbook, with thumping dance beats, a shape-shifting image and a playful obsession with celebrity.