Keith Negus discusses two ideologies for developing artists in the music industry: organic and synthetic. The organic ideology gives artists time to grow and allows them more control over their image. Synthetic artists are constructed to produce hits quickly through commercially written songs in order to generate short-term revenue for record labels, who use this to support organic artists. Organic artists like Mumford & Sons portray authenticity through their instrumentation and naturalistic video setting, while synthetic artists like One Direction focus on crafted images and relatable storylines to attract younger audiences.

1. Keith Negus also talks about the two ways of thinking about
potential artists within the music industry. Each ideology
develops the artist's image and career in different ways and
markets the artist to different audiences. These ideologies are:
• The Organic ideology of creativity
• The Synthetic ideology of creativity
There are clear differences between the different types of
artists, that are represented in order to ensure either long or
short term success. While organic artists are sold on their
"authenticity" both musically and socially, synthetic artists are
sold on the way they look and their trendy personalities and
style.

2. The Synthetic Ideology of Creativity
The synthetic ideology of creativity focuses on a mixed
approach to artists and material. Most synthetic artists are
constructed to be able to produce hits. In order for them to
be popular, they must have songs written in order to gain as
many number one hits as possible and therefore, to produce
a popular album. Synthetic artists are often aimed at younger,
less sophisticated audiences. The reason for synthetic artists
is to create immediate short term income for the record
labels, which is usually spent on their organic artists.

3. The Organic Ideology of Creativity
Record labels give a 'naturalist' approach to organic artists.
Unlike synthetic artists, organic artists are given time to grow
and progress through their career, being supported and
'nurtured' by their record label. As well as this, organic artists
have more say about their star image which is just 'enhanced'
by the record label.
Next, I will give examples of the differences between a
synthetic and an organic artist’s music videos

4. Mumford and Sons - "Little Lion Man”
There are certain aspects of this video that show us that Mumford and Sons are
an organic band.
First of all, before we see any members of the band, we are shown close ups of
instruments including a banjo. The banjo helps portray the band as being organic
as it is an instrument not often seen in music videos. Secondly, The music video
appears to be set in a barn which portrays the naturalistic approach they have
taken. Unlike synthetic artists’ music videos, we do not see any close ups of the
band members face for the first minute of the song. Furthermore, we see by the
unique sense of style the band has, that they make the main decisions about
their look, unlike synthetic artists. They are dressed very smartly, which shows
that they take their music and their image very seriously. Further, the video is all
performance based, which is unlike most synthetic artists. Lastly, the gentle fairy
lights all over the barn give the video a very authentic and calming atmospheric,
representing their organic style.

5. One Direction - "Story of My Life"
Unlike organic artists, within the first ten seconds of the video we are met
with close ups of each member of the band, without any sign of
instruments. The close ups of the band members, as well as the eye contact
with the camera, is cleverly done to make it seem as if they are looking
straight at the fans watching at home, and are singing to them. This portrays
the fact that the band is more interested in their looks and style than the
music itself, which shows that the band as a whole is being sold on their
looks and style more than anything else. Furthermore, there are close ups of
the members' tattoos and shabby hair, to bring out their rebellious, trendy
and cool style in order to attract a younger audience of mainly teenage girls.
Lastly, unlike organic artists, the music video is very narrative based, and like
most synthetic artist’s videos, the storyline is about relationships and being
young, which makes them very relatable to a young female audience. In this
case it is to possibly show their vulnerability in order to continue to attract a
younger female audience.