Iscuss the best marketing practice for unsigned independent artists and their music.

I. Must include the following two sources:

(i) McCarthy, EJ (1960). Basic Marketing: A Managerial Approach.
For the discussion of the 4-P traditional marketing mix.

(ii) Lauterborn, R (1990).  New Marketing Litany: 4 Ps Passe; C words take over , Advertising Age.
For the discussion of the 4-C new or online marketing mix.


II. The goal of the essay is to discuss that the best marketing practice for unsigned independent artists and their music is one with a mix of both traditional and online marketing models and a mix of 4Ps and 4Cs.


III. A brief essay outline:

Best Marketing Practices for Unsigned Independent Artists and Their Music

With the four major record labels dominating the recording industry, it is increasingly difficult for unsigned independent artists to promote their music through traditional marketing and promotional efforts. The financial constraints of most independent artists do not allow them to economically invest in radio promotion and huge marketing campaigns.

In this paper, I will illustrate and analyze how a mix of traditional (McCarthy s 4Ps) and online (Lauterborn s 4Cs) music marketing is the best and most effective marketing practices to increase visibility of unsigned independent artists and their music.

I will do so in the following steps:
1) Discuss the background and situations surrounding unsigned independent artists and their music, as well as the difficulties they are facing in marketing themselves and their music.
2) Introduce the traditional marketing model and its marketing mix, the 4Ps.
3) Introduce the e-marketing or online marketing model and its marketing mix, the 4Cs.
4) Discuss how and why a mix of the traditional and the online marketing model is the best fit for unsigned independent artists and their music.
5) Discuss what mix of 4Ps and 4Cs can be the success factors for them and how they form the basis of the best marketing practice for them.

Must include the following resources:
1. McCarthy, EJ (1960). Basic Marketing: A Managerial Approach.
· McCarthy proposes the 4-P classification (product, promotion, price and place) of the marketing mix as the basis of marketing.
2. Lauterborn, R (1990).  New Marketing Litany: 4 Ps Passe; C words take over , Advertising Age.
· Lauterborn states that the 4 Ps of the marketing mix are becoming out-of-date. Instead, marketers should embrace the 4 Cs of customer solution, communication, customer cost, and convenience. This change in marketing mix provides a significant shift in perspective from the company-centric activities of the 4 Ps to the consumer-oriented mindset of the 4 Cs.