Organic and Synthetic Artists

Keith Negus developed the theory that record companies will attempt to balance the combination of organic and synthetic artists they have signed. This is done to ensure there are funds available for the day-to-day running of the company as well as long term profit making potential.

ORGANIC ARTISTS

These artists have a 'naturalistic' approach. The 'seeds of success' are found within the artist and have to be 'nurtured' by the record label, who enhance the artists image. The artist is given time to evolve and progress through their career with the emphasis based on the album sales and construction of a successful back catalogue. The profits made by this type of artist tend to be part of a long term strategy by the record company. This kind of artist is often aimed at an older and more sophisticated audience. Examples include Bon Jovi, Ed Sheeran and George Ezra.

SYNTHETIC ARTISTS

A synthetic artist is a combinational approach to the artist and their material produced. Executives of the record label attempt to construct successful acts out of the artists and the songs at their disposal. The artist's image is often constructed by the company and the artist will be given a short time to prove their success before other combinations will be tried out. Emphasis is given to single sales and promoting first albums and the artists tend to not write their own songs. Profits generated tend to be a part of an immediate, short term strategy by the record company. This type of artist is often aimed at a younger and less sophisticated audience. Examples of these types of artists are One Direction, Olly Murs and Little Mix.

Independent artist may be signed to a small label or be entirely independent. This kind of artist doesn't have the budget of major labels and will have the ability to do what they want.