- 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
- a naturalistic approach to artists
- 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
- the artist is given time to evolve and progress through their career
- emphasis is given to the album sales and the construction of a successful back catalogue
- 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
- examples of this include: Ed Sheeran , Coldplay, Adele, Muse, Jack Garrett, Ben Izak
The Synthetic ideology of creativity:
- a combinational 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
- examples of this include: Justin Bieber, Taylor Swift, Pink, Katy Perry, Avicii, One Direction
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