This document discusses the ideological basis of the music industry and how it shapes the development and marketing of artists. It outlines the differences between organic and synthetic acts. Organic acts are sold based on their authenticity and musicianship, while synthetic acts have their image and career carefully constructed by record labels, usually focusing on short-term profits. One Direction is provided as a key example of a synthetic act that was formulated by a label to be commercially successful. In contrast, Ben Howard is given as an example of an organic act, having developed his material independently before being signed and supported by a label.

1. Synthetic and Organic
music acts
The ideological basis of the music
industry
By Francesca Parisi

2. Ideologies of Creativity
Keith Negus
In Negus’ ‘Popular Music in Theory’, the key theoretical
issues which arise in the study of contemporary popular
music are detected.

3. This ideology in recent years has shaped the way in which
artists' images and careers are developed, and the way
that they are marketed towards specific audiences.
Creating ORGANIC and SYNTHETIC acts

4.  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.

5. 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

6. The Synthetic Ideology
 Following a history of
successful young British
boy bands, the band was
formulated and
constructed by a major
music conglomerate,
Sycho, in order to create
maximum success, as a
result the band has little
control over their image
and actions.
A key example of a synthetic act is the world famous British band ‘One
Direction’

7. The Synthetic Ideology
Their third album Midnight
Memories, released on 25
November, sold 4 million
copies around the world in
just six weeks; it was the
biggest seller in the UK, and
also topped the global
albums chart.
A key example of a synthetic act is the world famous British band ‘One
Direction’

8. 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

9. The Organic Ideology
A key example of a organic act is Ben Howard
Before signing to a record label, Howard had
already released some material. In 2008 he self-
released his debut EP Games in the Dark. In 2010,
Ben Howard released the Old Pine EP, followed by
a number of singles, such as "The Fear" and
"Keep Your Head Up". Howard had enough
material to release an album, Every Kingdom.
Howard signed to Island Records in 2011, due to
the label's history of UK folk singers, including Nick
Drake and John Martyn. After singles "Old Pine"
and "The Wolves" were released in 2011, Howard
recorded his debut album entitled Every Kingdom,
which was released on 3 October 2011. He was
nominated for the 2012 Mercury Prize.