▁up ▁to ▁the ▁potential ▁for ▁success ▁that ▁people ▁in ▁our ▁modern ▁culture ▁seem ▁to ▁give ▁credit . ▁ ▁Digital ▁case ▁Study : ▁Lady ▁G aga ▁In ▁an ▁article ▁titled , ▁“ Case ▁study : ▁M aking ▁money ▁from ▁music ” ▁by ▁Martin ▁K upp , ▁Jam ie ▁Anderson ▁and ▁Jo erg ▁Re ck hen rich , ▁the ▁effects ▁of ▁techn ological ▁adv ances ▁on ▁the ▁music ▁industry ▁are ▁recognized , ▁analyz ed , ▁and ▁util ized ▁through ▁an ▁online ▁market ing ▁strategy ▁that ▁led ▁to ▁the ▁incred ible ▁success ▁of ▁Lady ▁G aga . ▁T roy ▁Carter ▁of ▁Co al ition ▁Media ▁signed ▁G aga ▁with ▁the ▁intention ▁of ▁making ▁her ▁into ▁a ▁star ▁with ▁the ▁help ▁of ▁some ▁clever ▁market ing . ▁Rec ogn izing ▁that ▁digital ization ▁was ▁the ▁cause ▁of ▁the ▁almost ▁ 3 3 % ▁decrease ▁in ▁the ▁music ▁industry ’ s ▁total ▁re venue ▁between ▁the ▁years ▁ 2 0 0 0 ▁and ▁ 2 0 0 7 , ▁Carter ▁decided ▁to ▁find ▁a ▁way ▁to ▁use ▁digital ization ▁to ▁his ▁advantage ▁with ▁his ▁newly ▁signed ▁artist . ▁Co al ition ▁Media , ▁with ▁the ▁help ▁of ▁market ing ▁company ▁Think T ank ▁Digital , ▁inv ested ▁large ▁amounts ▁of ▁time ▁and ▁money ▁into ▁developing ▁Lady ▁G aga ’ s ▁global ▁presence ▁through ▁social ▁media . ▁▁ ▁They ▁set ▁up ▁many ▁inter views ▁with ▁online ▁blog gers , ▁established ▁a ▁large ▁following ▁on ▁Mys pace ▁through ▁“ constant ▁news ▁updates , ▁as ▁well ▁as ▁exclus ives , ▁inter