Keith Negus - Organic and Synthetic

Keith Negus represents two different ideologies to 'pop', and considers the way artists can be developed and moulded into becoming star products. He also puts into perspective which kind of audiences they will attract and how they will attract them. Negus uses an organic and synthetic ideology in which he puts towards his creativity.

Through the idea of organic and synthetic, Negus has a very naturalistic approach to how he nurtures the artists throuh the record company which encourages them to grow. This then means that the final image is a result of both the record company as well as the artist's input. The artist is then given time to progress through into his/her own career.

One of Negus's other creative ideologies through the use of an organic approach is by giving emphasis to the album sales and the contruction of a successful back catalogue. It is often aimed at an older generation which has proven to increase the profit for the record company.

Through the creative side of a synthetic method Negus came to the conclusion that both the merchandise and artist need equal ammounts of attention. Executives attempt to construct successful and creative products out of the artist and the material for their disposal. This then allows the record company to have a large say in how the artist presents themselves. However before anything can happen, the artist is given a chance to see if the have the potential to become successful by trying them out.

Negus used this idea of having a synthetic method towards creating his star product by emphasising the artist's singles and first albums which are aimed at younger, less sophisticated audiences. The profits generated are a short term strategy used by the record company.

To conclude, the success of synthetic acts will fund and help develop the oraganic acts. Most big record labels look to find an equal balance by using a combination of both successful synthetic and organic acts to ensure that there are funds which can run there day to day functioning of the company and make long term profit potential.

There are clear ways in which Negus wishes to promote his synthetic and organic acts. Organic acts are often sold on their 'authenticity' through their music as well as their acceptance. Synthetic acts are on the other hand sold on their personality or 'look'. Negus believes that in order to be promoted you need to have a fresh unconstructed look which can then be constructed by the record company so that they can create your 'look' and 'individuality'.