Keith Negus identifies two contrasting ideologies between synthetic and organic artists. These differing approaches form how an artist develops in the music industry and how they are marketed to their target audiences.
SYNTHETIC ARTISTS (the combinatorial approach):
- Their image is often constructed by the record company
- They will be given songs to be successful, instead of writing them
- They are commonly aimed at younger, less cultured audiences
- The emphasis is given to single sales and promoting their debut albums
- Their generated profits are usually part of an immediate, short-term strategy by the record company
ORGANIC ARTISTS (the naturalistic approach):
- They already have the ability to be successful, but are supported by the record company
- They are given time to develop in their own way to move forward in their career
- Their image is 'enhanced' by the record company
- They are often aimed at older, more sophisticated audiences
- The emphasis is given to album sales and establishing a successful back catalogue
- Their generated profits tend to be part of a long-term strategy by the record company
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