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Synthetic vs Synthetic vs Organic ArtistsOrganic Artists

Kanye West Vs Chance the RapperKanye West Vs Chance the Rapper

A combinatorial approach to artists and A combinatorial approach to artists and materialmaterial

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

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

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

Synthetic ArtistsSynthetic Artists

Kanye West is an example of a synthetic Kanye West is an example of a synthetic artistartist

He has a mass audience and has a USP He has a mass audience and has a USP for crazy Fashion statementsfor crazy Fashion statements

He is signed to major record label Roc-a-He is signed to major record label Roc-a-Fella Fella

He has sold more than 21 million albums He has sold more than 21 million albums and 100 million digital downloads.and 100 million digital downloads.

Kanye West Kanye West

Emphasis is given to single sales and to Emphasis is given to single sales and to promoting first albumspromoting first albums

Often aimed at younger, less Often aimed at younger, less sophisticated audiencessophisticated audiences

Profits generated by this kind of artist Profits generated by this kind of artist tend to be part of an immediate, short tend to be part of an immediate, short term strategy by the record companyterm strategy by the record company

Ideology of Synthetic Ideology of Synthetic ArtistsArtists

Music Video of Synthetic Artist(Kanye West)

Music Videos for synthetic artists are Music Videos for synthetic artists are normally high budget and contain special normally high budget and contain special effects to promote the artist in a certain effects to promote the artist in a certain type of waytype of way

Video for a synthetic Video for a synthetic artistartist

A naturalistic approach to artists A naturalistic approach to artists The seeds of success are within the The seeds of success are within the

artists, who have to be ‘nurtured’ by the artists, who have to be ‘nurtured’ by the record companyrecord company

The image of the artist is ‘enhanced’ by The image of the artist is ‘enhanced’ by the record companythe record company

The artist is given time to evolve and The artist is given time to evolve and progress through their careerprogress through their career

Organic ArtistsOrganic Artists

Chance the Rapper is an example of an Chance the Rapper is an example of an organic artistsorganic artists

He writes his own music and has a He writes his own music and has a smaller yet loyal fan basesmaller yet loyal fan base

He is not signed to a major record label He is not signed to a major record label but is signed to and independent record but is signed to and independent record labellabel

He has 2 mixtapes and 1 studio albumHe has 2 mixtapes and 1 studio album

Chance the RapperChance the Rapper

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

Often aimed at older or more Often aimed at older or more sophisticated consumerssophisticated consumers

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

Ideology of an Organic Ideology of an Organic ArtistArtist

Music video of Chance the Rapper The music video for this organic artist is The music video for this organic artist is

abit more low budget as it is not funded abit more low budget as it is not funded by a major record labelby a major record label

Video for an Organic Video for an Organic artistartist

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

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

In practice, the success of the synthetic In practice, the success of the synthetic acts will fund the development and acts will fund the development and investment in organic actsinvestment in organic acts

Promoting the two Promoting the two