Chapter 15 - Marketing Communications

In order to sell, you must be able to communicate what it is you're trying to sell. In the music industry there is an accustomed process in which you do this, which also applies to Lupe Fiasco. First they announce the work they are going to be selling, whether that is a mixtape or an album. Lupe Fiasco announced his album first on Twitter using a mass communication method, in which the rapper can see his fans" feedback directly. How much they are anticipating a new album, if they want an album, how it compares to previous releases, etc. Then after self promoting by doing shows, Lupe has to do a series of radio interviews, usually close to the release date. These are forms of interpersonal communications where the artist becomes more of an entertainer, and a personality. 

Lupe Freestyle after interview on Sway in the Morning