The Evolution of an Icon: Lady Gaga’s Brand Image

This year’s Super Bowl showdown between the Atlanta Falcons and New England Patriots is just days away. More than 100 million people tune in to the football game annually, but many of these people only care about the iconic halftime show performance. Over the last few decades, some of the world’s biggest stars have hit the stage, drawing in viewers from all walks of life. This year’s Super Bowl halftime performer is the one and only Lady Gaga.


When Lady Gaga came onto the pop music scene in 2008 with her hit single “Just Dance”, the world did know that a pop culture icon was being born. Over the next few years, she would go on to release single after single that topped the charts. Her fame grew exponentially and she gained a loyal fan following that would praise her every move. Lady Gaga began to refer to herself as “Mother Monster.” Gaga sent a message to the world that she embraces the weird in people rather than criticizing them, and encourages her fans to not be afraid of being a little different.

Aside from her music, one of the most iconic aspects of her brand image would have to be her out-of-this-world fashion choices. Fashion critics and fans alike would anxiously await for Gaga to arrive at red carpet because there was no telling what she would wear next. Lady Gaga’s raw meat dress from the 2010 VMA’s was arguably (but really there is no argument) one of the most memorable fashion statements ever made. 2010 MTV Video Music Awards - Show

While Gaga’s fashion choices seem to be a little less extreme in recent years, her advocacy for LGBT rights, women’s rights, and against sexual violence have certainly not slowed down. Lady Gaga has used her voice and massive following to fight for the rights of so many people. She has cemented her brand image as someone who advocates tirelessly for equality.

With that being said, there is no doubt that Lady Gaga’s half time performance this Sunday will be anything short of iconic. What will she do with this massive platform? I think it is safe to say that a statement will be made. Do you think Lady Gaga will send a social message? Bring back the (now very very aged) meat dress? Or will she just captivate the world with her amazing vocals?

Leave a comment down below telling us your 2017 Super Bowl half time performance predictions.

-Jaime Mangold



15 thoughts on “The Evolution of an Icon: Lady Gaga’s Brand Image

  1. I am excited to see what Lady Gaga has in store for this year’s Superbowl halftime show. John Breech, a writer for CBS Sports states that she may make a political comment and it will not be in favor of the current president, Trump. I think she will make a statement about coming together and unity, but as well as have great vocals to help out!

  2. Lady Gaga is an amazing performer with stellar vocals and style. Some are saying she did subversively sneak in a political moment by singing This Land Is Your Land, which anti Trump supporters have been singing at immigration protest.

  3. Back in 2008, Lady Gaga was on repeat on my iPod and her halftime performance this year made me reminisce back to those great days. Although Gaga had her head-turning outfits that didn’t appeal to all, I have always stood by Gaga and the choices she makes like showing her advocacy for the LGBT rights and sexual violence and so on. In my opinion, I think Gaga is trying to make a comeback after her hit performance and I wish her nothing but the best.

  4. She captivated me with her amazing vocals! I’m definitely guilty of being one of those people who only care about the Super Bowl halftime show. It’s very interesting to me to look over her history as a singer because I remember when she was first popularized, it was cool to not be a fan of her before it was cool to be a fan of her. The amount of communication with her listeners really keeps her brand alive which is an ideal I try to keep in mind in my own work.

  5. As someone who has followed Lady Gaga’s career since it started, I was very interested to see how this post summarized some highlights of her past! I miss the old image she portrayed when she was kind of crazy; I think she was very fresh and new. While I’m not as much of a fan of her new stuff as I was of her first few albums, I thoroughly enjoyed her performance and was glad to hear some of her old hits. I also loved her subtle advocation for the rights she fights for- she didn’t make an outright jab at anyone but the statement was more of an underlying message. It was definitely a performance to remember!

  6. I knew Lady Gaga would bring it when she performed at this year’s super bowl. She did capture us with her outfit, being as it was very sparkly and even had a mask to go with it. She also was flying through the air which was a really cool performance. She worked her butt off to give us a good show. Social media blew up as she was about to perform, during her performance, and after. People will be talking about her performance for months.

  7. I was so excited when I found out Lady Gaga was going to perform for the half time show. I am not a big football person so she was the main reason why I tuned in to watch it! I have been a devoted little monster since she first came out! I love her daring fashion choices.. the meat one was too crazy! I thought her performance was great and she is a very talented artist.

  8. I personally really enjoyed her Superbowl preformance and appreicated the fact she kept her politcal opinions to a minimal and focused on showcasing her incredible vocals and making a memorable half time preformance.

  9. Even though the Superbowl is already over, I wanted to say that I was impressed by Lady Gaga’s halftime show! She did not suprise us with questionable clothes like the time she wore the raw meat dress for the 2010 VMA’s. However, I found the show to be mesmerizing. I think she sent message of acceptance by choosing to sing “Born this way” and in particular the part where she says “No matter gay, straight, or bi, Lesbian, transgendered life/I’m on the right track baby/I was born to survive.” Once again, she used her voice to express her opinion about human equality through her music.

  10. I agree with you that Lady Gaga has changed drastically from the first time we saw her. I believe that both her music and image have grown with her, which in turn have drastically changed her brand as well. I think that the half time performance was tasteful, but also did not fall short of having the Lady Gaga spunk that makes her so iconic. From being lowered from the top of the stadium on to the stage to the eccentric dance moves, her brand has defiantly stayed true to her self but has also grown up a bit throughout the years.

  11. After having watched the Super Bowl as well as the halftime show, I have to say that Lady Gaga stayed true to her character and gave a very peculiar performance. I love her music and her style, and she definitely kept up her artistic style in her performance. I was sort of surprised to see that she did not make a political statement during the performance, especially since Beyonce made one last year with her performance of Formation. I also expected her to sing more songs from her latest album, but she mainly stuck to her hit songs- which was probably a great marketing ploy, since it would make her more recognizable to the audience.

  12. Since the Super Bowl has came and went I can’t really post my prediction for Lady Gaga’s halftime show; however, I’ll post my thoughts on her performance in reference to this blog post. Although she is not quite the powerhouse she used to be, she is undoubtedly an icon, and incredibly talented. Coming from someone who’s always vaugely enjoyed her music but would never call myself a Lady Gaga “fan,” the show was great. She sounded great, looked great, and effects, dances, etc. added another layer to the show. All that being said, I don’t believe she was nearly as political as she could have been. Following up to Beyoncé’s controversial halftime show last year I definitely think there was room for more social justice commentary. Regardless, I enjoyed her performance.

  13. It’s extremely fitting to call the growth and expansion of Lady Gaga’s music career an “evolution”. When she first popped out on the scene with her hit single “Just Dance” it was simultaneously iconic and somehow just another hit club song about drinking and party culture. It was definitely impossible to tell then how much Gaga would grow and be such a huge activist for equality and peace. At her latest performance, the Superbowl, critics are calling her performance a political stance; however in the ever increasingly divisive political climate, is it possible to remain neutral, or even appear as such?

  14. I agree that Lady Gaga has toned her image down a lot since her era of meat dresses and other crazy outfits. Although she hasn’t been in the public eye as much (other than headlining the Superbowl), she has continued to advocate for LGBT rights and the Black Lives Matter movement. That is something I will continue to respect her for!

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