The January 2010 Facebook event that documented the first major fan-army-as-distribution-infrastructure moment of the social-media era. One student. 100,000 RSVPs. The artist acknowledged in real time. The structural template every fan army since has run.
The October 2009 SNL skit that staged the most efficient generational handoff in modern pop PR — and made it look like a fight. Madonna did not attack Lady Gaga. She handed her the brand.
The 2010 agency move that sat behind Lady Gaga's global breakout — and what it reveals about how pop superstars structure their press function. The publicist follows the talent. The agency provides infrastructure. The trust lives with the individual.
Eighteen years. Six full reinventions. The Little Monsters playbook. The Tony Bennett rescue. Haus Labs. The Joker collapse and Mayhem recovery — the EPR communications case study on the most-studied PR architecture of the social-media era.