From consumers to "little monsters": can recording Industry mobilize consumers’ communities?[Des consommateurs aux "little monsters" : l’industrie du disque peut-elle mobiliser les communautés de consommateurs ?]

A tension emerged between music companies and consumers because of the aggressive an-swers given to the recording industry's collapse problem. Is the music industry still able to un-derstand consumers' new expectations and practices? Our article studies the community man-agement of Lady Gaga, a best-selling music artist that is also Twitter's most followed person. Our twetnography describes the emergence of a new business model for the industry, based on community management, tribal marketing and service-dominant logic.