Negus - Synthetic and organic artists

Keith Negus is a professor of music at Goldsmiths University and he identifies two distinct ways of thinking about potential artists from within the music industry. These ideologies shape the way in which the artists' images and careers are developed, and he way that they are marketed towards specific target audiences. These are the organic ideology of creativity and the synthetic ideology of creativity.

The organic ideology of creativity:

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

Artists that fulfil this category include Ed Sheeran, Adele, Coldplay, Green Day and James Bay.

The synthetic ideology of creativity:

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

Artists that fulfil this category include One Direction, Elvis Presley, Miley Cyrus, Ariana Grande and Little Mix