Relevancy is a necessity to maintain a career in the music industry. The way to keep your product apt to people's attention is through advertising. The classic model for advertising is called the AIDA concept, which is an acronym for attention, interest, desire, and action. As pertaining to Lupe Fiasco's most recent release of his album, "Tetsuo & Youth" here is an example for the AIDA concept.
Attention: In order to grab people's attention, you have to first let you know what it is you're going to talk about. So Lupe first announced his fifth studio album's release on Twitter. "Anonymous" (computer hacker group, most commonly known on YouTube) claimed responsibility for the release of the album, due to the complications between Atlantic Records, and their signed artist Lupe Fiasco. http://www.hiphopdx.com/index/news/id.29105/title.lupe-fiasco-tetsuo-youth-release-date-hackers-claim-responsibility
Interest: Next step is to keep their attention. Lupe created interest due to his past works, and just talking about features of the album itself. Releasing the cover art and having open discussion about the meaning of the cover with his fans on Twitter. Also releasing the track list, having singles on the radio, and doing interviews.
Desire: The desire to buy an album obviously comes from the music itself. Before the actual release date, Lupe Fiasco released a few tracks highlighting his skills, which he claims will be on a future mixtape.
Action: The 3 steps before this one leads to the customers decision whether to purchase the product, or not. The album was available on Itunes, Google Play, etc, and the leaks of the album didn't have the same sound quality as the album when I personally purchased it.
Friday, March 27, 2015
Friday, March 20, 2015
Chapter 14 - Marketing Channels and Retailing
Lupe Fiasco signed with a major record label, Atlantic Records. To my knowledge they handle the distribution, publication, and advertising. They have relationships with radio shows (Hot 97, Power 105.1, etc.), retailers (iTunes, Google Play, Amazon, etc.) and handle advertising. This is why most rappers sign with a major. Even with their musical talent, they may not have the network ability to get their art to the masses. However with the emergence and evolution of social media, artists are taking the independent route.
Friday, March 13, 2015
Chapter 6 - Consumer Decision Making
Buying Music
The amount of people purchasing music is drastically decreasing. Most people stream for free, or download the music illegally. This gives us the consumer less reasons to purchase anything, "Why should I buy this album, or this song when I can just get it for free, or listen to it on YouTube." With two-thirds of the American population having a smartphone in their reach they can do a quick information search on Lupe Fiasco, and they will find his free mixtapes, some free songs, and albums for sale. Typing the word "free" in the search bar you can find every song in his catalog available to download to your device for free. With the way things are now, this is routine response behavior. People are downloading music for free all the time.
Downloading music illegally is now part of the music culture, and this forces artists like Lupe Fiasco to put out free music to, what I think, to appease fans and attract those who are involved in the music, or those "who have their noses open" because those are the people that will make purchases. Our value for music also decreases because of this, that's why the music industry seems full of gimmicks and faked personas, a game now must be played to be able to sell their work.
People of pasts generations, usually refer to present day music as "trash, terrible, weak, lacking" and this opinions have to be coming from somewhere. I believe there is a lack of appreciation of the art of music, the amount of effort it takes to make a good song. I personally enjoy bodies of work, like an album or a mixtape as opposed to listening to the redundant radio songs. My favorite albums is Lupe Fiasco's The Cool. However, I first heard this album when I was 14-15, I didn't have money of my own, and just really starting to get into hip-hop and I didn't buy it. I listened to it on YouTube and I found appreciation of Lupe's music. That consistency of appreciation led to trust in the artist himself so when I purchase an album the day it is released I know it isn't money wasted. I think with more appreciation for the art, we will undoubtedly be more supportive of our favorite artists.
Friday, March 6, 2015
Chapter 5 - Developing a Global Vision
With the evolution in which we now receive music through internet, artists are being heard around the world. With satellite radio, and other services people around can tune into the music that people in NY hear daily on a Hot 97 or a Power 105.1, despite living hundreds or thousands of miles away. This creates a demand overseas for artists like Lupe Fiasco and which is why more international tours take place nowadays.
Lupe Fiasco was recently named music director for the United States Men's National Soccer Team. Given that title in the biggest sport in the world can only help your brand I imagine.
Lupe Fiasco was recently named music director for the United States Men's National Soccer Team. Given that title in the biggest sport in the world can only help your brand I imagine.
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