AT&T Snags Lady Gaga For Its Super Saturday Concert

• by Karlene Lukovitz  @KLmarketdaily, Yesterday

AT&T has secured Lady Gaga as the featured performer for the Feb. 1 edition of its high-profile Super Saturday Night concert on the eve of the Super Bowl.

The event — which has no official link to the Super Bowl, and had been dubbed DirecTV Super Saturday Night since its launch in 2011, has been renamed AT&T Super Saturday Night. 

The 2020 concert, which marks its 10th anniversary, will be held at Miami’s Meridian at Island Gardens, and live-streamed at twitter.com/ItsOnATT. 

The concert’s name change — it had been dubbed DirecTV Super Saturday Night since its launch in 2011 — will presumably enable more seamless promotion of AT&T’s May 2020 HBO Max launch and broadband and wireless services, in addition to whatever promotion the telecom giant sees fit to bestow on DirecTV, U-verse and AT&T Now (also recently renamed, from DirecTV Now). 

While all three have been seeing declines — with DirecTV by far the biggest loser, down by more than 1 million net paid subscribers in this year’s third quarter alone — they still have nearly 23 million combined. That not only represents substantial revenue, but a substantial owned channel for promoting HBO Max. 

“Year after year, in cities all across the country, we’ve built specially curated venues from the ground up to provide both our mega-star performers and their adoring fans a one-night-only concert experience they will not forget. And this year will be no different,” enthused Valerie Vargas, senior vice president – advertising and creative services, AT&T. “In Miami, we’re going to go big and bold — two words synonymous with Lady Gaga.” 

Previous years’ featured performers have included Taylor Swift, Jay-Z and Beyoncé, Rihanna and Kanye West, Jennifer Lopez, Justin Timberlake, Katy Perry, and Foo Fighters and Run The Jewels.

Live-attendance concert tickets will go on sale Dec. 10 at att.com/supersaturdaynight.