Keith Negus

Keith Negus – producing pop

·      The organic ideology of creativity

·      The synthetic ideology of creativity

The organic ideology of creativity 1:

·        Image is merely enhanced by recorded company

·        ‘naturalistic’ approach to artists

·        The seeds of success are within the artists, who have been ‘natured’ by the recored company.

The organic ideology of creativity 2:

·        Emphasis is given to album sales and the construction of a successful back catalogue

·        Often aimed at older of more sophisticated consumers

·        Profits generated by this kind of act tend to be part of a long term strategy

The synthetic ideology of creativity 1:

·        Combinatorial approach to artists and material

·        Executives attempt to construct successful acts out of the artists and the songs at their disposal

·        Image of the artists is often constructed by the record company

·         Artist given a short time to prove their success before other combinations will be tried out

The synthetic ideology of creativity 2:

·        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 am 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 labels will look to balance their roster with a combination to ensure that there are funds available for the day-to-day running of the company as well as long term profit making potential.