Presentation on synthetic and organic music acts - the ideological basis of

the music industry.

The Star Image It can be argued that stars

are representations of persons which reinforce, legitimate or occasionally alter the prevalent preconceptions of what it is to be a human being in this society. There is a good deal at stake in such conceptions. On the one hand, our society stresses what makes them like others in the social group/class/gender to which the belong.

Ideologies of creativity The ideology shape is the way in which the artists’

images and careers are developed, and the way that they are marketed towards specific target audience.

The are two main ideologies of creativity:

1. The organic ideology of creativity;

2. The synthetic ideology of creativity.

Promoting Organic and Synthetic Acts

There are clear distinctions between the ways in which different types of artist are represented to ensure short term or long term success.

Organic acts are often sold on their ‘authenticity’, both musically and socially.

Synthetic acts are often sold on their ‘look’ or personalities.

The image of the artist is carefully constructed.

The organic ideology of creativity A ‘naturalistic’ approach to artists;

The seeds of success are within the artists, who have to be ‘nurtured’ be the record company.

Eminem is an example of organic ideology of creativity.

Eminem Dyer points out that a star

persona is an artificial construct, just like any other media text.

‘Stars are obviously a case of appearance – all we know of them is what we see and hear before us’.

Why is Eminem so open about his past? Why does he choose to insult people in public? Is he manipulating a public image?

‘The star phenomenon consists of everything that is publicly available about stars… a star’s image is also what people say or write about him or her.

Eminem – Star Image I think Eminem is seen as being sincere about

everything he says or sings about, even if he is being offensive.

Eminem is a talented, sincere but a bit of a rebel or an outsider.

https://www.youtube.com/watch?v=XbGs_qK2PQA&list=PLC0w3lEHx2SGnJBfh5f2tSDBQI0iRjfdu

The synthetic ideology of creativity

The image of the artist is often constructed by the record company.

The artist will be given a short time to probe their success before other combinations will be tried out.

Lady Gaga is an example of synthetic ideology of creativity

Lady Gaga- Star Image

In her 6 active years as a recording artist/singer/songwriter, Lady Gaga’s star image has developed incredibly. She started out as a pop-princess concerned with partying and getting drunk to progressing into conveying the evils of the music industry and now showing a development of self-appreciation in her new album ‘Born This Way’. However, the way she has conveyed this in her style of music has stayed the same; in a techno/dance/synthesizer style of music. This consistency has made her extremely successful as people can sing along and it can feature in nightclubs.

Balancing the two I practice, the success of synthetic acts will fund

development and investment in organic acts.

Most big record labels will look to balance their roster with a combination of successful synthetic and organic acts to ensure that there are finds available for the day-to-day running of the company as well as long term profit making potential – it is a business strategy.