Negus Organic And Synthetic Ideologies

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Negus Organic And Synthetic Ideologies

  1. 1. The Ideologies of the Music Industry <ul><li>“ What I’m looking for is the working act. The real act. The act that can get up on stage and do it. That act will give you a career. I signed Black Sabbath umpteen years ago; they are still making records. These are acts that are career acts…Two years ago I started a dance label…Now that’s not a career orientated label. I mean those records are one-off situations and every now nad again maybe you’ll get an artist come out of it.” </li></ul><ul><li>Record company executive, quoted in Negus (1989) </li></ul>
  2. 2. The Ideologies of the Music Industry <ul><li>When I first started it was more about going out and finding bands. That method is becoming more and more redundant. More and more these days I find it’s as much about: I sit here and think ‘there’s really a gap in the market for this kind of project…’. I don’t go out to gigs. That’s not how I find my stuff. It comes through various writers and producers. So if a writer comes in he may have some great songs and maybe is looking for a front person. Or maybe I have the front person who I want to launch into the market but I haven’t got the songs. So you put the two together” </li></ul><ul><li>Record company executive, quoted in Negus (1989) </li></ul>
  3. 3. Ideologies of Creativity <ul><li>Keith Negus – Producing Pop </li></ul><ul><li>Identifies two distinct ways of thinking about potential artists from within the music industry. </li></ul><ul><li>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 </li></ul><ul><li>The organic ideology of creativity and </li></ul><ul><li>The synthetic ideology of creativity </li></ul>
  4. 4. The Organic Ideology of Creativity 1 <ul><li>A ‘naturalistic’ approach to artists </li></ul><ul><li>The seeds of success are within the artists, who have to be ‘nurtured’ by the record company. </li></ul><ul><li>The image of the artist is ‘enhanced’ by the record company. </li></ul><ul><li>The artist is given time to evolve and progress through their career </li></ul>
  5. 5. The Organic Ideology of Creativity 2 <ul><li>Emphasis is given to album sales and the construction of a successful back catalogue </li></ul><ul><li>Often aimed at older or more sophisticated consumers </li></ul><ul><li>Profits generated by this kind of act tend to be part of a long term strategy by the record company </li></ul>
  6. 6. The Synthetic Ideology of Creativity 1 <ul><li>A combinatorial approach to artists and material </li></ul><ul><li>Executives attempt to construct successful acts out of the artists and the songs at their disposal </li></ul><ul><li>The image of the artist is often constructed by the record company </li></ul><ul><li>The artist will be given a short time to prove their success before other combinations will be tried out </li></ul>
  7. 7. The Synthetic Ideology of Creativity 2 <ul><li>Emphasis is given to single sales and to promoting first albums </li></ul><ul><li>Often aimed at younger, less sophisticated audiences </li></ul><ul><li>Profits generated by this kind of artist tend to be part of an immediate, short term strategy by the record company </li></ul>
  8. 8. Balancing the Two <ul><li>In practice, the success of synthetic acts will fund the development and investment in organic acts </li></ul><ul><li>Most big record labels will look to balance their roster with a combination of successful synthetic and organic acts to ensure that there are funds available for the day-to-day running of the company as well as long term profit making potential </li></ul>
  9. 9. Promoting Organic and Synthetic Acts <ul><li>There are clear distinctions between the ways in which different types of artist are represented to ensure short term or long term success. </li></ul><ul><li>Organic acts are often sold on their ‘authenticity’, both musically and socially. </li></ul><ul><li>The image of the artist appears ‘unconstructed’ (although, of course, this is in itself a carefully constructed look) </li></ul><ul><li>Synthetic acts are often sold on their ‘look’ or personalities </li></ul><ul><li>The image of the artist is carefully and unashamedly constructed </li></ul>
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