Planning & Research - Keith Negus

Keith Negus

Keith Negus wrote the book, Producing Pop and created ideologies about the two distinct ways that potential artists are created in the music industry, as well as their image as a star and the way they are marketed towards a specific target audience.

Organic Ideology

• a 'naturalistic' approach to artists and the way they are produced
• artists have to be nurtured to have success
• often aimed at older consumers - more sophisticated
• a long-term strategy by the company
• artists are given the time to progress throughout their career
• the image of the artist is 'enhanced' by the company
• any profits are part of the long-term strategy by the record company
• bands who are in for the long haul
• sold for their authenticity - musically and socially

Synthetic Ideology

• a combination of the artist and material
• executives attempt to make successful acts out of the artists and the songs
• the image of the artist is made by the company
• emphasis to single sales and promoting first albums from the artist
• aimed at a younger audience - less sophisticated
• profits tend to be part of a short term plan to quickly gain money
• the image of the artist is carefully constructed, although made to appear 'unconstructed' and genuine

Balance of the Two

The synthetic acts will fund the organic acts in their development and investment. Most record labels will have a mix of the two and balance it effectively, ensuring that there is day-to-day funds to run the company but also profits to made in the future. Negus believes that there are two clear distinctions between organic acts and synthetic acts, as well as they are being used for short or long terms profits and gains by the company.