Negus' Theory

Negus’ theory is that there are two types of bands,
1) Manufactured bands
2) Organic bands.

Some are created or made, others are found. The ones that are created are usually for the short term, who sell lots of one album. Manufactured star images are often constructed by the record label. They will have song writers who will get put together with artists. It’s not about the quality of music its about throwing it against the walls and seeing what sticks because the artist will be given a short amount of time to prove their success before other combinations are tried out. Manufactured bands/artists have an emphasis on single sales and promoting the first album instead of a number of albums. Their audience is less sophisticated than organic audiences, the audience is mostly teenagers and the reason for them having an emphasis on singles is because the tastes of teenagers constantly changes. So they will make money through one hit songs. The problem with this is the initial audience will probably get bored of you after the first album because they grow up and their taste in music changes. Synthetic acts are often sold on their look or personality.

However The Spice Girls are just one example of one band that totally went against this theory as yes they were manufactured as auditions put them together but they became massive and long lasting.

Bands that are organic (that are found) already have an image that is just enhanced by the record label – rather than created by. Creativity is already in the artist, the record label just help them. With these kinds of bands the emphasis is on the album sales rather than the singles. Organic bands normally have a long term career and they develop slowly. Also organic bands might want to do an experimental album that isn’t commercial. It also takes these acts longer to write an album. Organic acts are often sold on their ‘authenticity’ – both socially and musically.
For example Kings of Leon is an organic band. In their video Red Morning Light it has been constructed to look unconstructed. They used a handheld camera which makes it as if one of the band members have filmed it – this makes it like a home video which makes them seem like ordinary boys. (The theory of Dyer that they are extraordinary and ordinary is shown in this video). They look extraordinary through their jamming and them on stage, showing how talented they are through use of close ups on the instruments that they play. But also the public relate to them (they are seen as ordinary) through them being with friends, smoking, in a bar, having a friendship – acting like real people. The lighting is realistic so that this again is like a home video and not all ‘glitzy’ and their working on the image of being just a band of down to earth guys. Because of the homelike feel to this video and behind the scenes it makes us feel like we are their friends and with them but its mediated, and we aren’t really with them.

The image for manufactured artists are more extreme and very obvious so that the audience get what they are about instantly, whilst organic bands book more emphasis on the actual quality of the music. They are both manufactured to some extent by record labels – but by different amounts. The short time acts get quick bucks that fund the longer term acts, so the success of manufactured acts will fund the development of organic acts. The long term benefit of having synthetic acts is that this ensures that there are funds for day-to-day running of the company and also for long term profit.