Los Angeles, Calif. – According to one image and branding consultant, Lady Gaga should have left her alter male ego Jo Calderone at home – or at least dropped the act after her first performance at Sunday night’s Video Music Awards on MTV – calling the stunt “embarrassing.”
Gaga never broke character the entire night and as Calderone opened the show by singing ‘You and I,’ accepted VMAs, presented the Michael Jackson Vanguard award to Brittany spears, and even talked to reporters backstage in the press room.
“What Lady Gaga did left people confused as to who she is… She has developed a brand of outlandish clothing and outspokenness, being comfortable born the way you are, but the VMAs was a brand destroyer,” image consultant Amanda Guralski told E! News Online.
In fact, Guralski thinks Gaga may have hurt her image with the Calderone act.
“The night was embarrassing for Lady Gaga… If I were her image and branding consultant, I would definitely have my work cut out for me. It only takes one appearance to make people question everything,” Guralski said.
Calderone is a character that first appeared on the cover of the Sept. 2010 edition of Japanese Men’s Vogue and is purported to be a Sicilian mechanic, according to The Hollywood Reporter.
Gaga won two VMAs for ‘Born This Way,’ including best female video and the video with the best message.
To see photos of Lady Gaga at the VMAs as Jo Calderone, click here.
To watch video of Lady Gaga at the VMAs as Jo Calderone, click here.
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