Why the “Shallow” Performance Was Actually Deep

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Published on March 1, 2019, at 10:50 a.m.
by Michaela McLean.

It is the most glamorous night for the film industry. Hollywood’s best and brightest stars strut the red carpet in their gorgeous gowns and sophisticated suits. With blockbuster nominees and high-profile talent, ratings for the 91st Academy Awards, also known as the Oscars, increased by 12 percent from last year with more than 29.6 million viewers. The 2019 ceremony showcased and recognized excellence and artistry in cinematic achievements.

Photo via Oscars.

The show-stopping performance of “Shallow” from the blockbuster “A Star is Born” has blown up the internet since Sunday’s show. After receiving the Oscar for “Best Original Song,” Lady Gaga and Bradley Cooper performed the gorgeous, romantic ballad, which became one of the night’s most buzzed-about highlights.

Though public relations may seem unrelated to Gaga and Cooper’s sensational duet, PR professionals can actually learn three lessons from the creative process and performance of the hit single “Shallow.”

1. Content
With raw, organic emotions and original lyrics, the message of “Shallow” resonates with listeners of many ages. The track uses different characteristics to enchant the audience, like employing concrete, credible and emotional messaging strategies. Combining her musicianship and vocal prowess, Lady Gaga captured the Oscars audience with heartfelt passion and authenticity. Gaga clearly communicated the message of the song by fully committing herself to the crossover role of Ally in “A Star is Born.” She previously claimed the role is “a story that it is a part of my real life.”

Whether you’re pitching to journalists or presenting a campaign, storytelling is an effective method to communicate a clear message to others. Just like the lyrics from “Shallow,” a campaign’s content should engage the readers and create a long-lasting impact.

2. Collaboration
Gaga and Cooper collaborated with several creative geniuses to produce the timeless and mighty hit single, “Shallow.” Songwriter powerhouses include Mark Ronson, Anthony Rossomando, Andrew Wyatt, Hillary Lindsey, Diane Warren, Julia Michaels, Jason Isbell and Lukas Nelson. As you can see, it takes a village. Mark Nilan Jr., songwriter and producer who works regularly with Lady Gaga, claimed the collaborators became “a little family which allows the creativity to seriously flow out. Nothing is withheld because you’re so comfortable around these people.”

Collaboration is a key ingredient throughout the planning process, campaign and measurement of results. In today’s competitive environment, integrated teams working in tandem can bring the highest levels of profitability and success to a campaign. According to a PRSay blog, collaborating with other professionals “provides greater insight to what is driving consumer behaviors and allows PR to support campaigns across all platforms.”

3. Chemistry

Photo via Insider.

Gaga and Cooper’s blush-inducing chemistry and visible admiration for one another left viewers on the edge of their seats. The co-stars’ palpable connection was evident from the first time they performed their duet. In a preview with Entertainment Weekly, Cooper explained the experience of working together by saying, “I think the biggest thing I learned is that the sky’s the limit if you find a companion artistically, and you have a project. There is no dreaming too big. What people can do together is so much more powerful than what they can do by themselves.”

Marketing the chemistry between agency and client personnel can win business. To parallel Lady Gaga and Bradley Cooper’s connection, a PR professional and client can create a deeper relationship by finding a harmonious voice when planning and executing a campaign.

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