Introduction to Negus: Organic vs Synthetic

 

 

 

 

Keith Negus (Organic vs. Synthetic)

 

Keith Negus identifies two distinct ways of thinking about the potential of artists from within the music industry with the two ideologies shaping the way from which the image of the artist and the development of their careers, and also the way that they are marketed towards the different audiences.

His two ideologies:

 

• The Organic Ideology Of Creativity

Organic ideology is a naturalistic was of approach to artists where the main success are due to being within the artists themselves who have been taught and improved by the record company.

Improvements like this would be the image of the artist being enhanced and also being given time to evolve and grow through their career paths. Also for the success of back catalogue emphasis is given to album sales and the sales are often aimed at the more sophisticated and older consumers resulting in profits generated.

 

Examples of organic artists which have gone through this progress:

 

Ed Sheeran:

 

 

 

James Bay:



 

 



 

 

• The Synthetic Ideology Of Creativity

 

This is a combinatorial approach of artists and material which involves executives to attempt to construct successful acts from the artists and is often constructed by the record company to give the artist a short time to improve the success of them. It is often aimed at the younger audiences and is mainly worked at the single sales with the promotion of the first albums.



 

Examples of Synthetic artists using this method:

 

Nicki Minaj:

 

 

Justin Bieber:

 









 

• Balancing the two

For the success of these processes the synthetic acts will fund the investment and also the development of the organic acts which will involve the big record labels looking at the balance of their roster and the combination of the success of the organic and synthetic acts to ensure there funds and the profit of the artists potential for the long term in the future.