Keith Negus-organic and synthetic ideologies of the music industry

Keith Negus says there are two ways to think about artists within the music industry. Both ways shape the artists image, how their careers develop and the way they are marketed towards their target audiences: Organic or synthetic ideologies.


Synthetic:
synthetic artists are manufactured by the record industry, they tend to have a shorter career, less freedom from record companies and have their songs written for them and their image chosen. These artists are designed to appeal to a younger target audience. Artists that would be considered synthetic include all the people on X-Factor, former Disney stars such as Britney Spears, Katy Perry. synthetic artists tend to appeal primarily a young female audience and have a 5 year career at most (because their audience grows up)

Organic: 
Organic artists in contrast, tend to be given longer time to develop their career and focus more on touring and album sales traditionally, to prolong their careers. Artists such as Cold play, Ed Sheeran and Kings of Leon write and play their own songs and are given more freedom from the record companies to construct their own image. These type of artists tend to have a more mature media audience and rather than loose fans as they grow up like synthetic artists, they maintain and grow their fan-base overtime who grow with them through the years. organic bands tend to appeal to a wider range of people and are allowed to develop their star image over time.