IDEOLOGIES OF THE MUSIC VIDEO

Ideologies of the music industry

Keith Negus- creativity in the music industry

Identifies two distinct ways of thinking about potential artists from within the music industry

Ø  The organic ideology of creativity
Ø  The synthetic ideology of creativity


Organic Approach

Ø  A naturalist approach t artists
Ø  The seeds of success are within the artists, who have to be nurtured by the record company
Ø  The image of the artist is enhanced by the record company
Ø  The artist is given time to evolve and progress through their career
Ø  Emphasis is given to album sales and the construction of a successful back catalogue
Ø  Often aimed at older or more sophisticated consumers
Ø  Profits generated by the kind of act tend to be part of a long term strategy by the record company
Ø  The killers
Ø  Maroon 5
Ø  Taylor swift
Ø  Green day





Synthetic approach

Ø  A combinatorial approach to artists and material
Ø  Executives attempt to construct successful acts out of the artists and the songs at their disposal
Ø  The image of the artists is often contracted by the record company
Ø  The artist will be given a short time to prove their success before other combinations will be tried out
Ø  Emphasis is given to single sales and to promoting first albums
Ø  Often aimed at younger, less sophisticated audiences
Ø  Profits generated by the kind of artist tend to be part of an immediate, short term strategy by the record company
Ø  PSY
Ø  Shane Ward
Ø  Owl City


The clash-London calling

Ø  Organic
Ø  He has a guitar which symbolises that they are a rock band which are associated with an organic approach to music
Ø  Dark grey and dull to represent serious and angry music
Ø  Serious and authentic
Ø  Small font shows they don’t need to show there faces or their image
Ø  Live performance means live rock band means organic



Little Mix

Ø  Synthetic
Ø  Bright colours
Ø  Faces shown to display there image
Ø  Big name for the image
Ø  Lot of leg being shown
Ø  There young as well so attracting young audience



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