After reports last week that the singer was denied a permit to perform at the Doritos 56-foot vending machine-shaped #BoldStage on the corner of Austin’s 5th and Red River Streets, Lady Gaga is set to headline the outdoor stage at Stubb’s on March 13, which will become the temporary home of the #BoldStage that night.
The performance will be intimate by modern Gaga standards. Stubb’s has an average capacity of 2,200, while Gaga can fill arenas with crowds upwards of 18,000, so gaining entrance will be particularly tricky. That’s why Gaga and Doritos are tasking fans with performing a series of outlandish challenges, or “Bold Missions,” set to be revealed on Doritos.com (and Doritos’ social pages) in the days leading up to the March 13 performance. In a YouTube video unveiling the campaign that debuted Thursday morning, Gaga announced the first Bold Mission.
“We’re calling it Bold Bravery. I want you to share a picture or a video that expresses your individuality through a bold action. What bold thing have you done that makes you stand out?”
Gaga added in an exclusive statement to Billboard, “I hope everyday to inspire my fans to follow their dreams, hold their talents precious and go for it. Doritos is supporting this same message. I always say, ‘I hope to spread love with every invention,’ and I’m excited to see how the crowd at SXSW will spread their own mantras.”
For entry to the Gaga show, SXSW Music and Platinum badge-holders and attendees with Artist Wristbands will be asked to perform their own Bold Missions at the Austin Convention Center on March 11 and March 12 from 10 a.m. to 6 p.m. CT. Those who complete the challenges will have their credentials scanned and entered into a drawing for tickets to Gaga’s performance. Randomly selected winners will be notified via email no less than 12 hours before the show.