Ideologies of Creativity: Keith Negus – Producing Pop
- He 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 Image
In the case of the organic image, it is something that is pre-existing and has maybe only been enhanced by the artist's record label. An example of this is Ed Sheeran, who began his career with the image of a scruffy ginger boy wearing a checked shirt. An organic artist's career also predominently focuses on their music rather than their image.
The Synthetic Image
The synthetic image is something that has been contructed by a record label so that the artist 'becomes' someone else in their image. A good example of a synthetic artist is Justin Bieber, who began his career with the cute, young boy with an amazing voice. However, as the years have gone by, his music has changed, his image has changed and his press image has changed. Nowadays he is presented as a young man always caught up in scandels and so on.
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| Justin Bieber's Mugshot |
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| Bieber aged 15 |
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