Keith Negus- Organic vs Synthetic

Keith Negus- Producing pop
-two very clear ways of thinking about potential artists in the music industry.
-These ideologies shape the way in which the artists images and careers are developed and the way that they are marketed towards specific target audiences.

The organic ideology is seen as natural, it's giving this naturalistic approach where the artist or band is already formed and they are in control. The record label will enlarge the artists image but they're image will already be created. A good example is Ed Sheeran, Eminem or Red Hot Chilly Peppers.
It's a long term strategy as they are seen as truly talented and they aren't forced to write a certain amount of songs or go on tour every year as they are seen to last.

The synthetic Ideology is executives who try to make a successful persona out of the artist or band and they have songs at their disposal.
The artist is a commodity here as their image is created by the company and its very fake often given the opportunity from looks. They generally have a much shorter time to be successful.
The first year of their career is very important as this is done for promotion and if they are not successful they are often dropped from the record company. Typically they attract much younger audiences. A good example is One Direction who started as five single artist who were placed together  as a band.

Record labels will often want and try to sign a mixture of the two ideologies. Its important for them that they have a constant flow of money coming in which is part of the synthetic ideology but then they will also want a long term artist who will bring lots of money in over time and also grow over time which is from organic ideology.