Negus - Organic Vs Synthetic

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Negus identifies two different types of potential artists, these ideologies shape the way  in which the artists images and careers are developed, and how they're marketed:

ORGANIC and SYNTHETIC ideology's of creativity

• A naturalistic approach
• The artists creates their own success as the record label simply nurture them
• The image of the artist is enhanced
• The artists is allowed time to evolve and progress
• They are often aimed at an older more musically educated audience
• They depend on album sales
• Their success is often reached through a long term process of work

• Executives attempt to construct successful acts of the artists and songs as they please
• The artist is constructed but the record company
• The artist only has a short period of time in which to prove themselves
• Emphasis is on the sales of their singles, rather than albums 
• Aimed a younger, less sophisticated audience
• Profits are part of a short term strategy by the record company