The Ideologies of the Music Industry

Keith Negus has published a book, called "Producing Pop". These are some of the best quotes from the book. "What I'm looking for is the working act. The real act. The act that can get up on stage and do it. That act will give you a career. I signed Black Sabbath umpteen years ago; they are still making records. These are acts that are career acts... Two years ago I started a dance label... Now that's not a career orientated label. I mean those records are non-off situations and every now and again maybe you'll get an artist come out of it." "When I first started it was more about going out and finding bands. That method is becoming more and more redundant. More and more these days I find it's as much about: I sit here and think "there's really a gao in the market for this kind of project...". I don't go out to gigs. That's not how I find my stuff. It comes through various writers and producers. So if a writer comes in he may have some great songs and maybe is looking for a front person. Or maybe I have the front person who I want to launch into the market but I haven't got the songs. So you put the two together."

Keith Negus identifies two distinct ways of thinking about potential artists from within the music industry. These ideologies shape the way in which the artists' images and careers are developed, and the way that they are marketed towards specific target audiences. The organic ideology of creativity and the synthetic ideology of creativity.



THE ORGANIC IDEOLOGY OF CREATIVITY


...is a naturalistic approach to artists. Furthermore 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 and the artist is given time to envolve and progress through their career.


Emphasis is given to album sales and the construction of a successful back catalogue. This is often aimed at older or more sophisticated consumers. Profits generated by this kind of act tend to be part of a long term strategy by the record company.







THE SYNTHETIC IDEOLOGY OF CREATIVITY
A combinatorial approach to artists and material. Executives attempt to construct successful acts out of the artists and the songs at their disposal. The image of the artist is often constructed by the record company. The artist will be given a short time to prove their success before other combinations will be tried out. Emphasis is given to single sales and to promoting first albums. Often aimed at younger, less sophisticated audiences. Profits generated by this kind of artist tend to be part of an immediate, short term strategy by the record company.

BALANCING THE TWO

In practice, the success of synthetic acts will fund the development and investment in organic acts. Most big record labeld will look at balance their roster with a combination of successful synthetic and organic acts to ensure that there are funds available for the day-to-day running of the company as well as long term profit making potential.

PROMOTING ORGANIC AND SYNTHETIC ACTS

--> There are clear distinctions between the ways in which different types of artists are represented to ensure short term or long term success. Organic acts are often sold on their "authenticity", both musically and socially. The image of the artist appears "unconstructed" (although, of course, this is in itself a carefully constructed look). Synthetic acts are often sold on their "look" or personalities. The image of the artist is carefully and unashamedly constructed.