Introduction to Negus: Organic vs. Synthetic

Keith Negus

Organic vs. Synthetic

Negus identified two distinct ways of thinking about potential artists from within the music industry.  These two ideologies shape the way in which the artists' images and careers are developed, and the way that they are marketed towards different audiences.  The two ideologies are;

1. The Organic Ideology of Creativity

Examples of artists who are know as organic artists include; Tom Odell, Ed Sheeran and James Bay.

• Organic artists is a 'naturalistic' approach to artists. Their success are within the artists, who have o be 'nurtured' by the record company. 
• Their image is 'enhanced' by the company, and they are given time to develop as their career progresses.

1. The Synthetic Ideology of Creativity

Examples of artists known as synthetic artists include; Justin Bieber, Iggy Azalea and Nicki Minaj

•  Synthetic is a combination of an approach to both the artists and their material.  Executives will attempt to construct successful acts out of the artists and the songs that they have at their disposal.  
• The artists image is most likely constructed by the record company and the artist will be given a short time to prove their success or different combinations will take their place to be tried out by the record companies.