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Lady Gaga: o público sumiu – O fiasco de vendas na Am. Latina, as liquidações de ingressos, a zoeira da internet e umas perguntas importantes

Lúcio Ribeiro

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* Maior fenômeno pop recente, a extravagante cantora americana Lady Gaga chega com sua monumental turnê The Born This Way Tour ao Brasil nesta semana, sua primeira visita ao país. O grande circo de Gaga, que será acompanhado pelos seus famosos e visualmente barulhentos Little Monsters, como ela chama seus fãs mais ardorosos, aporta no Rio sexta dia 9, passa por SP no domingo e acaba em Porto Alegre, na terça 13. Uma turnê gigante dessa, de uma artista popular dessa, a esta hora deve estar com todos os ingressos esgotados, certo?
Errado. E muito pelo contrário.

Lady Gaga: cadê o público?

Há um certo ''Lady Gaga Fiasco'' para definir a performance em vendas das entradas para o superaguardado show da Lady Gaga tanto no Brasil como em toda a América Latina. Difícil arrancar palavras oficiais nesse sentido, mas uns números curiosíssimos das vendas de ingressos para as apresentações em estádios da cantora nova-iorquina circulam pela internet e são espantosos, se forem verdade.

* Até sexta-feira passada, para o show de São Paulo, a maior cidade do país e a que mais compra ingressos, tinham sido vendidos apenas pouco mais de 33.000 ingressos dos 65.552 disponíveis. Praticamente a metade da carga apenas. E dizem que em Porto Alegre a porcentagem é menor.
** O show deste sábado passado na Costa Rica, o último antes da entrada da turnê da cantora pela América do Sul (ela toca em Bogotá, Colômbia, amanhã), vendeu de ingressos cerca de 21.000. Para uma capacidade de 38.000 pessoas.
*** Em Lima, Peru, a performance de vendas é ainda pior. Tudo bem que o show é ''só'' no dia 23, mas até neste sábado, para um estádio onde cabem 52 mil pessoas (Estádio San Marcos), apenas 13 mil entradas foram adquiridas.
**** Sem desembocar em números, falam que as vendas para os shows de Colômbia e Argentina (nesta, imediatamente depois do Brasil) estão bem fracas, com menos da metade dos ingressos vendidos.

Tal numeralha preocupante para os produtores latinos que arriscaram trazer um dos mais bombásticos shows para a região deve ser verdadeira, dada a correria atrás de aliviar o prejuízo, que deu na grande ''liquidação'' dos ingressos:

Em apenas uma rápida coletânea das ações mercadológicas para vender os ingressos para a turnê da Lady Gaga vemos que:
1. Para o show de São Paulo, compre um e leve outro grátis. A campanha está nos jornais. Leve um ingresso e as lojas Riachuelo, patrocinadora do show, te dá outro. Até outubro, principalmente para Lady Gaga e Madonna (dezembro), a produtora de shows Time4Fun estava vendendo ingressos em até 10 vezes sem juros no cartão de crédito. O parcelamento era estendido a outros concertos trazidos pela empresa, como Linkin Park (outubro) e Joss Stone (novembro). No site Peixe Urbano, estão vendendo ingressos de inteira (R$ 350) pelo preço de meia (R$ 175).

2. Nas últimas semanas de outubro, os tickets para a apresentação de Lady Gaga amanhã em Bogotá tiveram seus preços rebaixados a menos que a metade do valor, pela produtora local do concerto, a Ocesa Colômbia. De 382 pesos colombianos, as entradas passaram a custar 147. Quase 240 pesos colombianos a menos que o preço inicial. A redução causou grande protesto para os que tinha pago preço cheio, que no fim além de serem reembolsados por uma quantia em dinheiro vai poder, com seu ingresso cheio, levar grátis um acompanhante no mesmo setor que assistirá ao show.
3. Em Lima, no Peru, no momento a promo de ingressos para Lady Gaga está na base de um ingresso grátis para quem compra três com o cartão de crédito oficial do show (Ripley).

* Imprensa: não sei no caso brasileiro, mas pelo menos na Costa Rica (sábado) e na Colômbia (amanhã) os jornalistas credenciados não poderão entrar com câmeras fotográficas profissionais nem de vídeo. Nem para registrar o palco, nem para clicar nenhuma foto das dependências do estádio onde Lady Gaga vai cantar. Imagens, só as providas por celulares da galera.

* Internet: E, CLARO, essas promoções para os ingressos da Lady Gaga no Brasil caíram na graça do povo do Twitter/Facebook. Até um Tumblr-zoeira já apareceu, o Achei o Ingresso da Gaga

Comprei uma carteira de Derby e ganhei um ingresso pro show da Gaga

Comprei O Diário de um Mago no sebo e ganhei ingresso pro show da Gaga

* PARA ENTENDER:
Lady Gaga é o maior fenômeno recente do showbis mundial, mas experimenta um baixíssimo número de ingressos vendidos no Brasil em particular e na América Latina no geral. Em um perfil dela que li numa grande revista de moda atual, a cantora nos últimos POUCOS anos deu sobrevida à MTV chacoalhando a estética dos videoclipes e é numa só pessoa (1) um catálogo de moda ambulante, (2) uma revolução em padrões estéticos, (3) a bagunceira dos conceitos de beleza, das unhas dos pés ao cabelo, e (4) o ser que surgiu para inovar e chocar numa época que a figura mais ''ousada'' da música era a Christina Aguilera. Sem contar que sua presença pode ser sentida de alguma forma, em alguma perspectiva, na definição de carreira da nova ou nem tão nova geração de cantoras atuais da música pop, tipo Rihanna, tipo Lana Del Rey. Então qual a razão desse destacável baixo público para seus shows na América Latina, em países em que ela visita pela primeira vez?

* PERGUNTAS PERTINENTES:
– É uma reação do público ao valor do ingresso?
– A construção do ''mito Lady Gaga'' foi supervalorizada na América Latina ou é a cantora certa em seu momento errado a aparecer no Brasil, ou na região?
– Há uma excessiva demanda de shows por aqui, grandes concertos já não são tão novidades na área e de alguma forma estamos cansados (e sem dinheiro) para acompanhar tudo o que aparece?
– É um problema econômico geral (dizem que a Madonna também está vendendo bem abaixo do esperado)?
– Tudo isso junto e misturado?

Qualquer que seja a resposta, desconfio que a Lady Gaga vai ter mais uma importância na cena pop atual. A de redefinir tamanhos e política de ingressos para grandes shows internacionais em países emergentes como o Brasil. Vamos acompanhar 2013.

PS: Última coisa sobre os ingressos em 10x. Mário Henrique Simonsen, ministro da Fazenda do governo Geisel, certa vez disse “quando a população compra até cebola a prestações, alguma coisa vai mal”.

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