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.