Chapter 10 - Product Concepts

Lupe Fiasco's albums are specialty products which consumers may directly search for, but also made convenient. People are able to purchase his music and download it and less than a minute, from services like iTunes and Google Play. Being an artist and celebrity, Lupe Fiasco is basically his own brand. Every time he's in the public he is branding himself. Being signed to Atlantic Records, which is a brand in its own right serves sort of like Lupe's labeling. Like if a new candy were to come out people would be reluctant to buy it, however if Hershey were to put its label on it, it would draw in skeptics.