From a conversation at TechCrunch Disrupt, Gaga’s manager, Troy Carter:

We make our music video[s] for YouTube

Damn right they do.  So does Justin Bieber, who according to his manager Scooter Braun said:

Braun said that previously teenage music stars has to have a show on Nickelodeon or Disney. But Bieber changed this; he was found on YouTube and his first videos singing Aretha Franklin’s Respect saw 55 million views by the time the artist signed a record deal with Universal Music. He ended up going Platinum shortly after.

It’s a new era of star-making. Just ask Grayson Chance, whose Gaga cover on YouTube landed him a new record deal within days – with Ellen Degeneres. The comedian had him on her show as is launching her own label as a result.

via Lady Gaga’s Manager: We Make Music Videos For YouTube.

Additional Reading:

• Justin Bieber: Pop Star 2.0 (time.com)
• Justin Bieber: How the Internet Fueled His Stardom (time.com)
• 25% of Vevo’s Visitors Only Have Eyes for Lady Gaga (mashable.com)
• Lady Gaga Calls Schoolboy YouTube Sensation (news.sky.com)