Keith Negus's Theory

Negus is a record company executive in the music industry. He says that there are two ways of thinking about potential artists, Organic and Synthetic, these two ideologies will shape the artist in every way throughout their career such as their star image. And the way they reach their target audiences depends on how they are marketed and whether they are organic or synthetic.

Organic ideology

This is a more 'naturalistic' artist where they are all about the music they produce and not so concerned on the image they give off, they are often sold on their 'authenticity' and their 'unconstructed' image. The record company allow the artist to develop in their own way and progress themselves without creating this glamorous over the top look. Ed Sheeran, an incredible artist, is a great example of a organic star, he focuses everything on his music and doesn't go out to impress anyone on all the other things apart from his music. Negus says that the profits generated tend to be part of a long term strategy by the record company to enhance sales and market the artist in a specific way.

Synthetic ideology

This is when the record company constructs the artist in every way but to benefit them, so how much money the star generates, the star in constructed. The record company emphasise sales on singles and first albums to reach target audiences and increase sales as they construct the star's image more. The star would normally be quite over the top and is usually aimed at a more younger and less sophisticated audience. The record company come up with this plan as an immediate and short term strategy, the music isn't necessarily focused on like organic artists. Justin Bieber, founded very young, is a clear example of a synthetic star and how he is sold more on their 'look' or personality then the actual music.

Kieth Negus says that how successful synthetic acts will fund the development and investment of organic acts. Record companies tend to find a balance between the combination of synthetic and organic acts to make sure there are funds to run the company on a day-to-day basis but also making long term profit.