Keith Negus has produced two theories of creativity. The organic ideology of creativity suggests the image of how a normal person is born with talent but then signs to a music label and is then nurtured to grow their strengths and help them gradually form them into a star, through naturalistic approaches. The image of the artist is then enhanced by the music company or label to help sell all merchandise, albums and singles as well as tours, which in turns produces a vast amount of profit for them. This appears to be long term plan put in place by the music company. A perfect example of this would be Michael Jackson, as he had raw talent and became as star as a young child who then gradually grew through the music label.
Keith Negus's second ideology is synthetic creativity which suggests people with talent are then signed on to a music label but they lack the aspects and the image that the music company want to create. So then the music company will change and mould their talent into the proper image they are trying to produce this could mean creating a false identity and personality. Music companies often give there moulded music talents a short time to show how successful they are and can be and if they are unsuccesful then they become terminated or the combination gets changed to form a better image. The profits that become generated by these music companies tend to be short strategy's for music companies as typically these synthetic groups and talents dont last very long. A great example of this would be One Direction as they were several talents moulded together to be a desired group aimed at a certain target market.
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