Ideologies of the Music Video

• Keith Negus - In his 1989 book "Producing Pop" proposed that there are 2 types of music artists;
• Organic
• Synthetic

He proposed that the music industry works two distinct way to promote itself. The first is to promote long term success and the second method relies on show term hits.

Organic Artists

• Develop a career initially independently of the music industry
• Tend to Write and play most of the instruments on their songs
• Develop through playing live venues before signing with a record label
• Have more freedom initially to chose their image and songs for release
• May start their career independently

Ed Sheeran

Arctic Monkeys

Two Door Cinema Club

The Beatles

Alt-J

Chance the Rapper

The XX

Tyler the Creator

Kings of Leon

Oasis

Father John Misty

The Killers

Lana Del Ray

Nirvana

Synthetic Artists

• Manufactured by the record labels and TV demands
• Generally have an image that is directed towards a tailor made audience
• Begin their careers recording songs either written for them or chosen by record company
• Limited freedom of choice

JLS

One Direction

Shawn Mendes

Take That

Wham 

Coldplay

The wanted

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 artist is 'enhanced' by the record company
• The artist is given time to evolve and progress through their career
• Whereas a synthetic artist is given limited time to build a fanbase and career. If success is not immediately forthcoming they are 'dropped' by the label.