Ideologies of Creativity

Keith Negus 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 are developed, and the way they are marketed towards specific target audiences.

The Organic Ideology of Creativity

·         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 artists is enhanced by the records company

·         The artists is given time to evolve and progress through their career

·         Emphasis is given to album sales and the construction of a successful back catalogue

·         Often aimed at older or more sophisticated consumers

·         Profits generated by this kind of act tend to be part of a long term strategy by the record company

The Synthetic Ideology of Creativity

·         A combinational approach to artists and material

·         Executives attempt to construct successful acts out of the artists and the songs at their disposal

·         The image of the artist is often constructed by the record company

·         The artist will be given a short time to prove their success before other combinations will be tried out

·         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

Balancing the two

In practice, the success of synthetic acts will fund the development and investment in organic acts. Most big record labels will look to balance their roster with a combination of successful synthetic and organic acts to ensure that there are funds available for the day-to-day running of the company as well as long term profit making potential.

Promoting organic and synthetic acts

·         There are clear distinctions between the ways in which different types of artists are represented to ensure short term or long term success

·         Organic acts are often sold on their ‘authenticity’, both musically and socially

·         The image of the artist appears ‘unconstruced’ (although of course, this is in itself a carefully constructed look)

·         Synthetic acts are often sold on their ‘look’ or personalities

·         The image of the artist is carefully and unashamedly constructed