2. A combinatorial approach to artists andA combinatorial approach to artists and
materialmaterial
Executives attempt to construct successful actsExecutives attempt to construct successful acts
out of the artists and the songs at their disposalout of the artists and the songs at their disposal
The image of the artist is often constructed byThe image of the artist is often constructed by
the record companythe record company
The artist will be given a short time to proveThe artist will be given a short time to prove
their success before other combinations will betheir success before other combinations will be
tried outtried out
Synthetic ArtistsSynthetic Artists
3. Kanye West is an example of a synthetic artistKanye West is an example of a synthetic artist
He has a mass audience and has a USP forHe has a mass audience and has a USP for
crazy Fashion statementscrazy Fashion statements
He is signed to major record label Roc-a-FellaHe is signed to major record label Roc-a-Fella
He has sold more than 21 million albums andHe has sold more than 21 million albums and
100 million digital downloads.100 million digital downloads.
Kanye WestKanye West
4. Emphasis is given to single sales and toEmphasis is given to single sales and to
promoting first albumspromoting first albums
Often aimed at younger, less sophisticatedOften aimed at younger, less sophisticated
audiencesaudiences
Profits generated by this kind of artist tend toProfits generated by this kind of artist tend to
be part of an immediate, short term strategy bybe part of an immediate, short term strategy by
the record companythe record company
Ideology of SyntheticIdeology of Synthetic
ArtistsArtists
5. Music Video of Synthetic Artist(Kanye West)Music Video of Synthetic Artist(Kanye West)
Music Videos for synthetic artists are normallyMusic Videos for synthetic artists are normally
high budget and contain special effects tohigh budget and contain special effects to
promote the artist in a certain type of waypromote the artist in a certain type of way
Video for a synthetic artistVideo for a synthetic artist
6. A naturalistic approach to artistsA naturalistic approach to artists
The seeds of success are within the artists, whoThe seeds of success are within the artists, who
have to be ‘nurtured’ by the record companyhave to be ‘nurtured’ by the record company
The image of the artist is ‘enhanced’ by theThe image of the artist is ‘enhanced’ by the
record companyrecord company
The artist is given time to evolve and progressThe artist is given time to evolve and progress
through their careerthrough their career
Organic ArtistsOrganic Artists
7. Chance the Rapper is an example of an organicChance the Rapper is an example of an organic
artistsartists
He writes his own music and has a smaller yetHe writes his own music and has a smaller yet
loyal fan baseloyal fan base
He is not signed to a major record label but isHe is not signed to a major record label but is
signed to and independent record labelsigned to and independent record label
He has 2 mixtapes and 1 studio albumHe has 2 mixtapes and 1 studio album
Chance the RapperChance the Rapper
8. Emphasis is given to album sales and theEmphasis is given to album sales and the
construction of a successful back catalogueconstruction of a successful back catalogue
Often aimed at older or more sophisticatedOften aimed at older or more sophisticated
consumersconsumers
Profits generated by this kind of act tend to beProfits generated by this kind of act tend to be
part of a long term strategy by the companypart of a long term strategy by the company
Ideology of an OrganicIdeology of an Organic
ArtistArtist
9. Music video of Chance the RapperMusic video of Chance the Rapper
The music video for this organic artist is abitThe music video for this organic artist is abit
more low budget as it is not funded by a majormore low budget as it is not funded by a major
record labelrecord label
Video for an Organic artistVideo for an Organic artist
10. Organic acts are often sold on theirOrganic acts are often sold on their
‘authenticity’, both musically and socially‘authenticity’, both musically and socially
Synthetic acts are often sold on their ‘look’ orSynthetic acts are often sold on their ‘look’ or
personalitiespersonalities
In practice, the success of the synthetic acts willIn practice, the success of the synthetic acts will
fund the development and investment infund the development and investment in
organic actsorganic acts
Promoting the twoPromoting the two
