Organic and Synthetic Artists



Organic and Synthetic Artists

The organic ideology of creativity developed by Keith Negus is a 'naturalistic' approach to artists and works on the idea that the artists are 'nurtured' and their image is 'enhanced' by the record company. Emphasis is given to the artists album sales and the construction of a successful back catalogue. The artist is more often aimed at older or more sophisticated consumers and the profits generated by the artists tend to be part of a long term strategy by the record company.
An example of an organic artist is the Red Hot Chili Peppers. The music video I've chosen to take examples from is 'Snow (Hey Oh)'. One of the main reasons the Red Hot Chili Peppers are organic artists is because they are seen playing their own instruments on stage and in their music videos. Keith Negus claimed that an organic artist is an artist which is given time to evolve and progress through their career. The organic artists, such as Red Hot Chili Peppers are often sold on their 'authenticity', both musically and socially. The Red Hot Chili Peppers also write their own songs and music and perform their own songs and music which makes them an organic act instead of a synthetic act.

As seen above, in a screenshot from their music video 'Snow', the image of the artist appears to be 'unconstructed' and natural as they are seen playing their own instruments and wearing casual clothes that are normal and contribute to the idea that they are an organic artist.
As seen to the right, also from the music video 'Snow' they are seen playing live in large arenas filled with thousands of fans, their main effects being light effects, contributing to their ideal that the most important thing is the music created and the band instead of impressive displays and large performances with special effects and dancers and performers.
 Also in their music video, they are shown up close and personal with their fans which makes them more relatable and makes them appear to be more approachable.

The synthetic ideology of creativity, developed by Keith Negus is a combinatorial approach to artists and material. This is where the executives attempt to construct successful acts out of the artists and songs at their disposal. The image of the artist is often constructed by the record company and the artist is often given a short time to prove their success before other combinations are tried out. The emphasis is given to single sales and to promoting first albums, which is the opposite of where the emphasis is placed in organic acts. Synthetic acts are often aimed at younger, less sophisticated audiences and the profits generated by this kind of artist tend to be part of an immediate, short term strategy by the record company.
My example of a synthetic artist is Katy Perry and the video I will be taking my examples from is 'California Gurls'. Unlike the organic acts, Katy Perry is not seen playing any instruments, showing she doesn't write her own music and it is likely that she doesn't write any of her songs. In 'California Gurls' she is shown wearing sexual outfits with multiple extra dancers and performers. This is because the image of a synthetic act is carefully and unashamedly constructed to appeal to the target audience. Synthetic acts are often sold on their 'look' or personalities.
As seen to the left, Katy Perry is shown with backing dancers, instead of instruments in a music video containing large amount of CGI. They are all wearing little clothing to show off their bodies and advertise them to their target audience.