Theorists- Negus

Ideology of Creativity 

Keith Negus has a theory on the art of 'producing pop'.
The two ideologies Negus has are:

• The organic ideology of creativity 

and

• The synthetic ideology of creativity

The Organic Ideology refers to a naturalistic approach coming from within the artists.  Negus believes that artists have a natural spark within them which is then brought out by their record label. He argues that the image that the artist portrays to the public is enhanced by the record company as they have the professional expertise to know what the audience want.  After this image is achieved, the artist is said to be given time to evolve and progress by the record company.  These artists are usually seen to be those who are going to be around for a long period of time, artists such as Micheal Jackson, who originally came from the Jackson 5 as a young child with a lot of raw talent.

The Synthetic Ideology is a combinatorial approach to artists and material.  This is where executives try to create an image for the artist based on what they think is going to sell.  This could come in the form of the songs they write, the clothes they wear, their style in general, the music videos they produce and the other artists they pair up with on occasion.  This theory also applies to bands who are created and constructed by a record label.  For example, One Direction were grouped together in the X Factor because the producers and judges believed they would sell well as a group.  These are aimed at a younger audience as the groups and artists are molded into what is seen as 'cool' at the time.