{"id":100469,"date":"2024-09-13T12:08:12","date_gmt":"2024-09-13T16:08:12","guid":{"rendered":"https:\/\/www.cyberlego.com\/web\/2024\/09\/13\/how-lady-gaga-and-bruno-mars-die-with-a-smile-became-a-global-smash-2\/"},"modified":"2024-09-13T12:08:12","modified_gmt":"2024-09-13T16:08:12","slug":"how-lady-gaga-and-bruno-mars-die-with-a-smile-became-a-global-smash-2","status":"publish","type":"post","link":"https:\/\/www.cyberlego.com\/web\/2024\/09\/13\/how-lady-gaga-and-bruno-mars-die-with-a-smile-became-a-global-smash-2\/","title":{"rendered":"How Lady Gaga and Bruno Mars\u2019 \u2018Die With a Smile\u2019 Became a Global\u00a0Smash"},"content":{"rendered":"

<\/p>\n

\n<\/p>\n
\n

\n\tIn the middle of August, with precious little warning, two of the biggest artists in the world decided to take hold of the pop-music narrative. On the night of Aug. 15, Lady Gaga<\/a> and Bruno Mars<\/a> unleashed their collaborative ballad \u201cDie With a Smile,\u201d complete with a Dolly Parton<\/a>-inspired music video<\/a> released the same evening, as well as a surprise duet performance at Mars\u2019 show in Los Angeles, blanketing the Friday release day with a full-court press in the first few hours of the song\u2019s release.<\/p>\n

\n\tAs the week went on, a digital campaign began to factor in as well, and the work paid off: \u201cDie With a Smile\u201d debuted at No. 3 on the Hot 100 and No. 2 on both the Global 200 and the Global Excl. U.S. charts in its first week. But since then, the song has only grown, particularly around the world \u2014 this week, \u201cDie With a Smile,\u201d which is credited to Gaga\u2019s label Interscope but is receiving a helping hand from Mars\u2019 label Atlantic, spends its second week<\/a> as the biggest song in the world, topping both of Billboard<\/em>\u2019s global charts midway through September. And that worldwide success helps earn Interscope Geffen A&M senior vp of pop\/rock marketing Adrian Amodeo<\/strong> the title of Billboard<\/em>\u2019s Executive of the week.<\/p>\n

\n
\n

\n

\t\t\t\t\tRelated\t\t<\/p>\n<\/h3><\/div>\n

\n

\t\t\t<\/p>\n

\n
\n
\n

\t\t\t\t\t\t\"Lady<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

\n
\n\t\t\t\t\t<\/div>\n
\n

\n

\t\t\t\t\tLady Gaga & Bruno Mars’ ‘Die With a Smile’ Spends Second Week at No. 1 on Billboard\u2026\t\t<\/p>\n<\/h3><\/div>\n

\t\t<\/a><\/p>\n<\/div><\/div>\n

\n\tHere, Amodeo, discusses the initial rollout of the song, how Interscope and Atlantic worked together and how the Interscope global strategy \u2014 which has also seen huge success with Billie Eilish<\/a> and Karol G<\/a>, as well as with BTS<\/a>\u2019 Jimin<\/a> \u2014 has helped the company reach new heights around the world. \u201cWe don\u2019t want to just put out records in other territories,\u201d Amodeo says. \u201cWe want to build real campaigns that are extensions of our domestic campaigns and also build into local cultures and communities on the ground and online.\u201d<\/p>\n

\n\tThis week, Lady Gaga and Bruno Mars\u2019 \u201cDie With A Smile\u201d is No. 1 on both of Billboard<\/em>\u2019s global songs charts for the second straight week. What key decisions did you make to help make that happen?<\/strong><\/p>\n

\n\tFirst off, it was an enormous team effort across two amazing artist teams. We have two of the most important pop stars on the planet who wrote and recorded an absolutely incredible song and were involved in every detail of the rollout. We knew it was going to be a special moment once the song came out, but also knew we had to build a campaign that honored two superstars and their incredible artistry. We wanted to show the power of these two stars together and show that Gaga and Bruno are at the top of the game, with a ballad, in the midst of what has been an incredible summer of pop music.\u00a0<\/p>\n

\n\tWhen we first heard the song, Kirsten Stubbs<\/strong>, our co-head of digital marketing, flagged that Bruno happened to be opening the Intuit Dome in Los Angeles around the time the song was coming out, so we immediately put the wheels in motion to make a performance be a key moment in our campaign. The genuine connection the world saw between the two of them, and the content we were able to capture and spread, really set the tone for the entire campaign. It was lightning in a bottle with the release of the song, the video and the performance that night. But we knew we had to keep building a runway for the song and eventize the release around the globe, so we treated it like an album rollout, not just as a single.\u00a0<\/p>\n

\n
\n

\n

\t\t\t\t\tRelated\t\t<\/p>\n<\/h3><\/div>\n

\n

\t\t\t<\/p>\n

\n
\n
\n

\t\t\t\t\t\tLady Gaga, Bruno Mars \"Die With A Smile\"<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

\n
\n\t\t\t\t\t<\/div>\n
\n

\n

\t\t\t\t\tLady Gaga & Bruno Mars\u2019 \u2018Die With a Smile\u2019 Growing Over Its First Week of Release, Now Aiming for\u2026\t\t<\/p>\n<\/h3><\/div>\n

\t\t<\/a><\/p>\n<\/div><\/div>\n

\n\tThe song debuted at No. 2 on both charts, before ascending to the top spot a week later. What went into such a huge global impact right out of the gate?<\/strong><\/p>\n

\n\tOur international team has been so integral \u2014 every territory made it a priority to make this the biggest song in the world. Before the song came out we were fortunate to have all of the label heads from around the globe into our studio where we unveiled our plan for the track. We were able to play the music and explain our global vision, but more importantly we had Gaga and her team in the room to be part of those conversations with us. It really energized everyone to be part of a process like that. The subsequent local campaigns and partner support our teams have put together have been really amazing.\u00a0<\/p>\n

\n\tI\u2019m proud of what the team pulled off for the fans around the world, too. The out-of-home campaigns became important fan experiences, anchored by an eight city storefront experience that paid homage to the song, the artwork and the video. Combined with all the billboards around the globe, it just felt huge \u2014 and, more importantly, we got it to travel online. A great job by Kevin Rankin<\/strong> and Jessica Staats<\/strong> for driving that with all the teams around the globe. The themes of the song have also helped build an incredible TikTok world for the song, which has been fun to watch and really helped take it to another level globally. Our ability to conceive of and execute such a complex global campaign is really a core strength of Interscope and Universal Music Group.\u00a0<\/p>\n

\n
\n