In 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 and Bruno Mars unleashed their collaborative ballad “Die With a Smile,” complete with a Dolly Parton-inspired music video released the same evening, as well as a surprise duet performance at Mars’ show in Los Angeles, blanketing the Friday release day with a full-court press in the first few hours of the song’s release.
As the week went on, a digital campaign began to factor in as well, and the work paid off: “Die With a Smile” 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 — this week, “Die With a Smile,” which is credited to Gaga’s label Interscope but is receiving a helping hand from Mars’ label Atlantic, spends its second week as the biggest song in the world, topping both of Billboard’s global charts midway through September. And that worldwide success helps earn Interscope Geffen A&M senior vp/head of pop/rock marketing Adrian Amodeo the title of Billboard’s Executive of the week.
Here, Amodeo, discusses the initial rollout of the song, how Interscope and Atlantic worked together and how the Interscope global strategy — which has also seen huge success with Billie Eilish and Karol G, as well as with BTS’ Jimin — has helped the company reach new heights around the world. “We don’t want to just put out records in other territories,” Amodeo says. “We 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.”
This week, Lady Gaga and Bruno Mars’ “Die With A Smile” is No. 1 on both of Billboard’s global songs charts for the second straight week. What key decisions did you make to help make that happen?
First 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.
When we first heard the song, Kirsten Stubbs, 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.
Related
The 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?
Our international team has been so integral — 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.
I’m 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 — and, more importantly, we got it to travel online. A great job by Kevin Rankin and Jessica Staats 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.
This music video also had a big impact, with its throwback theme and Dolly Parton-esque vibe. How important has it been to the song’s success, and what do you see as the role of the traditional music video these days?
The music video has been so important, if not the most important part of this campaign. It was co-directed by Bruno, which continues to exemplify his artistry and shows the trust that Gaga put in him as a partner in this whole process. Again, that genuine connection can’t be overstated. Beyond being an incredible video, it also inspired every inch of our creative. The single art, the outfits they wore on stage at the Intuit Dome, the global out-of-home; everything has intentionally been cohesive and respectful to the aesthetic world built by Gaga and Bruno. The music video also kicked off a powerful viral moment with the fans recreating Gaga’s dance and inspired fans to recreate the looks online, at shows, and at the clubs — our influencer marketing team was quick to identify this and amplify it globally. It has been so amazing to see and we fully expect Gaga-Bruno to be one of the most seen Halloween costumes this year. We’re already getting ahead of that.
Gaga and Bruno are two of the biggest superstars on the planet, and are signed to different labels. How did this song come together, and how did the marketing plan work across two companies?
The making of the song is Gaga and Bruno’s story to tell, but it’s very well documented that they have wanted to work together for a long time. [Interscope Capitol Labels Group chairman/CEO] John Janick’s relationship with Bruno goes back for many years and the trust that Bruno and Gaga put in John can’t be overstated. [Atlantic Music Group chair/CEO] Julie Greenwald was an absolute force as well. Her energy and passion for the song helped drive both teams to be great. With so many relationships and teams in place we were truly able to hit the ground running. We spent about six weeks planning the song together and the relationship was great with all of our departments working hand in hand, on Zooms, calls, texts, DMs, voice notes and faxes. We’re still going.
Alongside Billie Eilish’s “Birds of a Feather” and Karol G’s “Si Antes Te Hubiera Conocido,” Interscope has three songs in the top 10 of the Global 200, and those three make up three of the top five on the Global Excl. U.S. chart. What is IGA’s overall global strategy and why are these songs working so well around the world right now?
We’re very fortunate to work with incredible artists and incredible partners. It starts with the teams, but the vision is always global from the start. We don’t want to just put out records in other territories. We 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. Our teams literally stay across all the creative, creator campaigns and local moments to make sure it’s a unified creative marketing rollout with a local touch. The way we’ve also been able to integrate partners like AmEx and Sony into our global rollouts has been a testament to the 360 approach we take globally.
Jimin’s “Who” is also in the top 10, by the way, and I can’t emphasize enough the importance of our relationship with HYBE. We are thrilled with our new HYBE x Geffen global girl group, KATSEYE. Building a global girl group with such an important partner has been an incredible undertaking, but a big part of our vision for the future. It’s been amazing to see them grow exponentially on streaming and socials as PopStar Academy: KATSEYE, the eight-episode series that tracks their journey, keeps growing on Netflix. They’re currently in Korea on a huge promo trip that will take them to Japan and the Philippines, too.
Where do you see the biggest growth opportunities for Interscope around the world right now?
Our relationship with our artists continues to be our biggest opportunity. What we can bring to them in building their global brands is our core strength, so we must continue to emphasize and build what we have, while reinvesting into new strategies. Direct to consumer and [customer relationship management] strategy is so important, and we continue to build those globally with our partners at Bravado and Fame House. We’ve built a company culture where it feels like one team with them, and that’s so important in helping to create global artist brands. Our collective ability to communicate with the fans directly around the globe is critical. We’re really focused on that, while we also continue to strategize emerging markets.
