Keith Negus, in his book Producing Pop talks about the two distinct ways of thinking about potential artists from within the music industry. Each ideology develops the artist's image and career in different ways and markets the artist to different audiences. These ideologies are:
- The Organic ideology of creativity
- The Synthetic ideology of creativity
The Synthetic Ideology of Creativity
The synthetic ideology of creativity focuses on a mixed approach to artists and material. Most synthetic groups are strangers put together for the reason to produce hits. In order for them to be popular they have songs written for their use leading to number one hits and a popular first album. Synthetic artists are often aimed at younger, less sophisticated audiences. The reason for synthetic artists is to create immediate short term income for the record labels, to usually spend on their organic artists.
The Organic Ideology of Creativity
Record labels give a 'naturalist' approach to organic artists. Unlike synthetic artists, organic artists are given time to grow to progress through their career, being supported and 'nutured' by their record label. As well as this organic artists have more say about their look which is just 'enhanced' by the record label.
Underneath is an organic band's music video and a synthetic band's music video.
Mumford and Sons - "Little Lion Man'
There are certain aspects of this video, showing us that Mumford and Sons are an organic band.
First of all, before we see any members of the band, we are shown close ups of instruments including a banjo. The banjo helps portray the band as being organic as it is an instrument not which is used often in music, as it would not fit in with the norm. Secondly, The music video appears to be set in a barn which portrays the naturalistic approach they have taken in the music industry. Unlike synthetic artists we do not see any close up of the band members face for the minute of the song. Furthermore, we see by the unique sense of style the band has a say over their look, unlike synthetic artists. As well as this, the lighting in the video produces autumnal tonnes portraying they are organic. Lastly, the video is all performance based. This is unlike most synthetic artists showing they are organic.
One Direction - "Story of My Life"
Unlike organic artists, within the first ten seconds of the video we are met with close ups of the member of the band, without instruments. This portrays the fact that the band is more into their looks and style then the music it self and that they can only sing and everything else has been handed to them, this shows that the band as a whole is being sold on their looks more then anything else. Furthermore, their are close ups of the members' tattoos. This method is used to bring out their rebellious side in order to attract a younger audience, mainly teenage girls. Lastly, unlike organic artists, the music video is very narrative based although they are singing. In this case it is to possibly show they vulnerability in order to continue to attract a younger female audience.
Underneath is an album cover of an organic band and a synthetic band.
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| One Direction - "Take Me Home" album cover |
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| Oasis - "Definitely Maybe" album cover |
Oasis' album cover represents them as an organic band. Unlike synthetic artists, a member of the band is holding a guitar, portraying that the band is sold on its music. As well as this, there is a picture of Burt Bacharach , a famous colt musician. This shows that the band has grown up with music as they have a knowledge of musical history. Furthermore, the lighting of the room produces muted colours showing that the band does not have to be as flashy and "colourful" as synthetic groups.
