Theorist - Negus

Negus - The ideologies of the music industry

-Keith Negus is a thereologist who explores society and the acquisition, production and promotion of recording artists. 

-Negus has written various books on the industry and 'corporate cultures' aiding the development of his 'ideologies of the music industry' theory.

-Negus identifies the following as two clear labels used when categorising potential artists from within the music industry. 

-These ideologies impact the artists carrer developments, image portrayed and marketing towards specific audiences.


The Organic Ideology of Creativity 

• A 'Naturalistic' approach to artists
• Artists must be 'nutured' by record company to aid natural progression and success
• The image of the artist is 'enahnced' and emphasised to give them a distinct image recognised by the public
• Evoloution is aided by time the artist is allowed for their career
• A back catalogue and album success is priorotised
• Profits generated as a strategy for longevity
• Aimed at 'sophisticated' older audience for sustainability

The Synthetic Ideology of Creativity 

•  A combinatorial approach to artists and their material
•  Successful acts are attempted to be constructed by label executives out of the artists and their singles
• The artist image is artifically produced by the record company
• Short time period to prove success with current 'image' and 'style' before other combinations will be tried out
• Emphasis on the sales of singles and to promoting debut  albums
• Often aimed at younger, disposable audience
• Profits generated by this kind of artist usually part of a short term strategy by the record company for immediate profit margin gains

Typically a more synthetic approach is utilised by large conglomorates like Sony, this is due to their gravitation to profit and 'sellable' artists. 

E.g. Boy bands or X Factor rejects

Companies like this also try to take on established artists who incorpirate an organic approach to ensure they will have a steady profit from reissues and the buzz created by new work. 

E.g. Legacy artists 

A record label attempts to sign a balance of both ideology acts ; organic and synthetic. Synthetic acts are seen as cash injections and seasonal funds, to be utilised on maintaing larger artists who are generally organic.