SOCIAL NETWORKING TREND: Gaga’s New Social Network Resembles Pinterest


Pop megastar Lady Gaga has pierced her powerful, digitally-willing paws deeper into the online world with the closed beta launch of her new social network. — the first product created by startup Backplane — gives Gaga’s fans an outlet to create or share Gaga-related content, interact with fellow “Little Monsters” and publicly show whether they like what other users post. You can request an invite to join the network now.
With a look like Pinterest and an popularity-vote feel like Reddit, the Little Monsters website appears to be latching on to what’s hot on the web right now: sharing visuals and rating content. Backplane CEO and co-founder Matt Michelsen told Mashable that this site and future Blackplane projects have one core mission: “Unite people around interests, affinities and movements.”

To help complete that goal of creating communities (they don’t necessarily have to be social ones), Backplane will look to its expanding staff and four co-founders, several of which have tech backgrounds working at Google, Palantir Technologies and Yahoo. The other three co-founders are Lady Gaga’s manager Troy Carter, former Google designer Joey Primiani and former Palantir director of operations Alex Moore. “Backplane is about bringing together communities and Gaga’s community just so happens to be the community we’re using … We think we can really change the world, but we’re fearful that we’re going to be pigeon-holed.”
Backplane, partially funded by Gaga, plans to launch Little Monsters out of beta and unleash more sites in 2012. Once more sites are unveiled, Backplane intends to release a dashboard on its site this summer that would combine the communities.


Gaga’s strong social media presence should work into Backplane’s advantage and help build a large user base — let alone attention to the startup — for Little Monsters. Gaga joined Google+ in January and has already accumulated more than 330,000 followers. That’s in addition to her almost 19 million Twitter followers, which is the most for any user on the microblogging service, and 47 million Facebook fans. Her involvement with two Google initiatives in 2011 is also a testament to her digital presence: a Chrome commercial and Google Goes Gaga, a sit-down session with Google executive Marissa Mayer to promote Google Moderator. At that time, Mayer said, “At Google, we’ve seen Gaga build her career by embracing technology … as well as constantly innovating for her fans.” Additionally, Gaga was the first artist to reach 1 billion views on YouTube; she beat President Barack Obama to 10 million Facebook fans; Vogue released a Lady Gaga-focused iPad-only magazine app; and she became creative director at Polaroid.
From Mashable


Tuesday, February 07, 2012 · Categories: Social Media & Networking , Consumer Intelligence, Technology and Computers, Music and Entertainment
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