Negus - Theorist

Keith Negus identifies two distinct ways of thinking about potential artists from within the music industry. 

- The Organic Ideology of Creativity 
and 
- the Synthetic Ideology of Creativity

These ideologies shape the way potential artists are developed and marketed towards specific target audiences.

The Organic Ideology of Creativity -

• A 'naturalistic' approach to artists 
• The seeds of success are within the artist, who have to be 'nutured' by the record company.
• Often aimed at older or more sophisticated consumers
• The artist is given time to evolve and progress through their careers
• The image of the artist is 'enhanced' by the record company 
• Emphasis is given to album sales and the construction of a successful back catalogue 
• Profits generated by this kind of act tend to be part of a long term strategy by the record company 

The Synthetic Ideology of Creativity -

• A combinatorial approach to artists and material.
• Emphasis is given to single sales and to be promoting first albums
• The image of the artist is often constructed by the record company
• Executives attempt to construct successful acts out of the artists and the songs at their disposal 
• Often aimed at younger, less sophisticated audiences.
• The artist will be given a short time to prove their success before other combinations will be tried out 
• Profit generated by this kind of artist tend to be part of an immediate, short term strategy by the record company.