Keith Negus

2 ideologies 

The organic ideology of creativity (natural idea)
The synthetic ideology of creativity (man made idea)

The organic ideology of creativity 1

• Naturalistic 
• Seeds of success needing to be nurtured by record company
• Image enhanced by record company
• Time to evolve 

The organic ideology of creativity 2

• emphasis on album = success
• aimed at older consumers
• long term strategy= Profits 
• IE ADELE 

The synthetic ideology of creativity 1 

• combinatorial approach (artist and material)
• image is created by record company
• short time strategy - new combination will be tried out

The synthetic ideology of creativity 2

• Single sales & successful first album (front loading)
• younger audiences
• PROFITS form immediate short term strategy