Monday 9 June 2014

Keith Negus: Organic and Synthetic

 
Keith Negus: Organic and Synthetic
 
 
 
Keith Negus is a media theorist, who identified two distinct ways of thinking about potential artists from within the music industry. His ideologies are based on the artists image and how their careers are developed, and because of this, how they are marketed towards a specific target audience.
 
The two ideologies are divided into organic and synthetic artists.
 
Organic:
 
- This has a naturalistic approach to artists, and is when the success of the artist has originated from the artist and been nurtured by the record company. The artist has been given time to evolve and progress through their career, whilst their image is being enhanced by the record company.
 
- Organic artists focus mainly on album sales, and the construction of a successful back catalogue. They target mainly older and more sophisticated consumers, as the image created is normally more suited to this. The profits that are generated by this type of artist tend to be part of a long term strategy by the record company.
 
 
Synthetic:
 
- Synthetic artists have been constructed by the record company, therefore their image, and material are entirely created to suit a particular audience. The artist will be given a short period of time to prove their success before other combinations will be tried out.
 
- Synthetic artists focus on single sales and to promote first albums. They often target younger audience who are generally less sophisticated. The profits generated by this type of artist tend to be part of an immediate short term strategy by the record company.
 
 
Balancing the two:
 
 - In theory, the success of synthetic acts will fund the development and investment in organic acts. Therefore, record companies try to balance the two in order to ensure that they can fund day-to-day expenses as well as making a long term profit.
 
Promoting Organic and Synthetic acts:
 
- Organic acts are often promoted as being authentic, both musically and socially. The image seems to be 'unconstructed' and thus entices the right target audience.
 
- Synthetic artists, are often sold on their appearance or personality and therefore the record companies focus mainly on this aspect of the act. The image is carefully constructed, so that nothing damages the reputation of the artist, as the record company needs to ensure high profit margins.
 


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