Keith Negus- organic synthetic

Ideologies of creativity
Negus- producing pop

-Identifies two distinct ways of thinking about potential artists from within the music industry.

-These ideologies shape the way in which the artists' images and careers and developed, and the way  that they are marketed towards specific target audience. 

Negus: organic vs synthetic

• The organic ideology of creativity 

When the record label gives the artist time to create their own music, so they shape into actual musicians. Their every move isn't constructed, for example Ed Sheeran, who started his career himself by writing songs since he was small and then being found by a record label. These are the artists that are known for touring a lot and having a lot of concerts.

• The synthetic ideology of creativity 

The opposite of organic creativity, the artist is completely made up and sometimes is picked for their good looks, their music can be even written for them, they just have to preform.  A lot of these artists are even aoutotuned. The music is often catchy, has a dance that everyone remembers and they wear flashy costumes to imprint in your brain as much as possible. The synthetic artists however won't have tours, they are created for that one song that will be remembered.

• Balancing the two

All record labels are looking for the balance, that is perfection for them. A good looking artist with actual talent who creates an actual good and catchy music, they get the best deals for music videos and manage to do a lot of concerts.