Keith Negus

We have been looking at Keith Negus, he believe that there are two ways of thinking about artists from within the music industry.

Organic Ideology

Or

Synthetic Ideology 

 Dependent on which ideology they follow shapes the type of career they will have.

An organic artist is someone who is natural (hence organic). They tend to have a longer life span in the industry. The emphasis made my the label is album sales rather than singles. They are often aimed at the older audiences, because they are more mature.

A synthetic artist is someone who is essentially created and molded into what the label wants them to become. They are only given a very short time to prove what they are made of, sometimes they succeed and go on to be massive, and sometimes they fall at the first hurdle. The emphasis this time is on the single sales, aimed at the younger generation.

In order for a big label to work, they must have a good balance of synthetic and organic artists. The profits from the organic artists, ensure that they can take risks on smaller synthetic artists.

Here is a powerpoint comparing an organic artist with a synthetic artist: