Collaborations and friendship between the celebrities.
Realistically, the strongest alliance that should be made but has not been would be the Army and the Monsters.
But, alliances aren't always that strong anyway when you have some members of each base who try to drag the artist whose base there is a supposed "alliance" with.
Gaga and Beyonce have worked together, Katy and Riri are best friends and the Britney stans use other artists to try and make Gaga/beyonce/xtina look worse.
Also this is atrl, those alliances are dead. Here its free for all.
It's true.
It's ALWAYS Navy/Kats/ Army VS Hive/ Monsters.
I guess cause Brit/Rih/Katy are friends and Gaga & Beyonce are friends
And perhaps also because both groups attract different kinds of fans.
Army and Navy is a way more similar group than Army with Hive or Monsters with Navy.
And cuz Britney, Katy and Rihanna are just artists and Beyonce and Gaga do all kinds of political stuff besides being an artist (like female/gay empowerment). That's for example why I would never be a fan of those.