The US government ensures adherence to copyright laws across all forms of media. It also regulates excess of sensitive as well as nudity and graphic violence censorship. The platform for branded entertainment, especially on the web is in constant flux due to ever-growing numbers of internet users. Specific to the internet, YouTube and other video-sharing sites in the USA employ user-agreements requiring audiences to be of age 18 or older to watch sensitive content including violence and nudity.

The media team took the fans deep-seated attachment to Lady Gaga as its primary consideration in deciding on communiations tools. Specifically we reached Lady Gaga fans with social media websites, a performance art exhibition at the Guggenheim, as well as live-streaming advertising on Lady Gaga's exclusive social media site littlemonsters.com. The target audience uses the internet and watches TV more than your average American, the repeated number of viewings online and airings on TV bolstered the effectiveness of the campaign. Lady Gaga's performance art featured at the Guggenheim and accessed a smaller audience of celebrities, and art lovers whose opinions simultaneously influence Lady Gaga's number of fans.

Lady Gaga's 'Fame' acquired over 2.5 million views across from internet-viewers since its initial release in September 2012. Consumers bought 6 million bottles of FAME within the week of its release making it the second fastest selling perfume after Coco Chanel. By February 9th, 30 million bottles of FAME were sold making it the 8th most successful brand of the year (a fact she tweeted on the same date in gratitude to her fans.)