This document discusses various music theories including Keith Negus' theory of organic and synthetic artists. Organic artists have a more naturalistic approach with relatable images while synthetic artists have more constructed star images. Examples are given of music videos by organic artist Ben Howard featuring a natural performance in a countryside setting with low budget, compared to synthetic artist Katy Perry's "Dark Horse" video with a high budget studio setting enhancing her star image through performance and close-ups. The document also covers different types of conventions like symbolic and technical that distinguish genres and target audiences.

1. Keith Negus and Music Theories
Lovely Day – Forrest Blake
James Gilmore

2. Used, Developed and Challenged Conventions
Media products use codes and conventions to give products a sense of
familiarity and ensures that they are recognisable. Codes and conventions within
themselves are signs and techniques which directors and audiences both
understand to have specific meanings and represent different things.
Following codes and conventions is vital for producers as they are the core
factors which make a product appeal to a specific genre and target audience as
they enable target audiences to immediately identify products of their
preference. In this way, following codes and conventions is useful for both
producers and audiences.
In other ways, challenging conventions can make media products stand out and
give them a unique sense – it can be the difference between a product standing
out and not. Some producers would argue that the best use of conventions is a
healthy mix of following and subverting conventions in different ways.

3. Different Types of Conventions
Symbolic Conventions
What is beneath the surface of
what we see – such as the way you
set up the scene and how you show
the character is feeling via acting.
They are genre-specific using a
mixture of costume, props,
location, colour and performance
distinguishes one genre from
another and can help differentiate
star image between artists.
Technical Conventions
The way that equipment (hardware
and software) is used to tell the
story in a media text – such as
camera angles and the use of
editing to build tension or cut to
the beat.
Technical conventions include
camera, editing and lighting to
distinguish one genre and target
audience from another.

4. Keith Negus
Keith Negus theorises about organic and synthetic artists.
Organic Artists
Organic artists are seen as more
relatable. There is a ‘naturalistic’
approach to the artists.
Their image is less enhanced then
synthetic artists – this is because
they have been able to explore and
grow their music.
Examples include Ed Sheeran, Ben
Howard and Mumford & Sons.
Synthetic Artists
Synthetic artists are more
constructed with a focus on their
star image instead of relatability.
Usually, synthetic artists have a
shorter life span than organic
artists – they usually have high
levels of success for a short amount
of time.
Examples include One Direction,
Miley Cyrus and Justin Bieber.

5. Organic Artist Music Video
A perfect example of a music video
featuring an organic artist is Old
Pine by Ben Howard.
- Performance Element
- Naturalistic Environment
- Focus on Artist
- Simple/Low Budget
The music video for Old Pine is set in the countryside (naturalistic environment)
and follows Ben Howard (focus on artist) singing along to the song (performance
element). It’s also low budget with no ‘large budget’ elements.

6. Synthetic Artist Music Video
A perfect example of a music video
featuring an organic artist is Dark
Horse by Katy Perry.
- Performance Element
- Studio/Enhanced Environment
- Star Image
- Large Budget
The music video for Dark Horse is set in “Memphis, Egypt” which is essentially a
high budget studio setting (enhanced environment/large budget), it features Katy
Perry lip syncing to the song whilst dancing (performance element) and there are a
plethora of close-ups of Katy Perry in sexually deviant positions (star image and
male gaze).