Synthetic and Organic Artists

1. 
Keith Negus
Ideologies of Creativity
These ideologies shape the way in which artists' images and careers are
developed, and the way that they are marketed towards specific audiences.
ORGANIC acts are sold on their 'authenticity', both musically and socially.
SYNTHETIC acts are often sold on their 'look' or personalities, and their image is
carefully constructed, usually by the record company itself.

2. The Synthetic Ideology
 Emphasis is given to single sales and to promoting first
albums
 Often aimed at younger, less sophisticated audiences
 Profits generated by this kind of artist tend to be part of
an immediate, short term strategy by the record
company
 The image of the artist is often constructed by the record
company
 The songs will be given to the artist and not written by
them

3. The Organic Ideology
 A 'naturalistic' approach to artists
 The seeds of success are within the artists,
who have to be 'nurtured' by the record
company
 The image of the artist is 'enhanced' by the
record company
 The artist is given time to evolve and
progress through their career