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 performance-focused videos, while synthetic artists like One Direction focus on crafted images and narratives to attract younger audiences.