Real media practice- Negus and Dyer

The development of my idea with the work of Negus on the music industry or Dyer on star image. 


Negus 


Keith Negus is an independent "web of major and minor record labels'. Negus focuses on extened advertisment on the artist and record label, such as the marketing and distribution. due to the fact that the music video is a 'promotional tool'. In the book Negus has written it concists of producing pop and has a clear chapter about pop music as a promotional tool. 

Keith Negus identifies two distinct ways of thinking about potential artist from within the music industry. These ideologies shape the way in which the artists’ images and careers are developed and the way that they are marketed towards specific target audiences.

The organic ideology of creativity- a ‘naturalistic approach to artists who have to be ‘nurtured’ by the record company. The image of the artist is ‘enhanced’ by the record company, and the artist is given time to evolve and progress through their career.

Emphasis is given to album sales and the construction of a successful back catalogue. Often aims at older or more sophisticated consumers. Profits generated by this kind of act tend to be part of a long-term strategy by the record company.

 And the synthetic ideology of creativity- a combinatational approach to artists and material. Executives attempt to construct successful acts out of the artists and the songs at their disposal. The record company often constructs the image of the artist. The artist will be given a short time to prove their success before other combinatation will be tried out.

Emphasis is given to single sales and to promoting first album, often aimed at younger, less sophisticated audiences. Profits generated by this kind of artist tend to be part of an immediate, short-term strategy by the record company.

Balancing of the two-

In practice, the success of synthetic acts will fund the development and investment in organic acts. Most big record labels will look to balance their roster with a combination of successful synthetic and organic acts to ensure that there are funds available for the day-to-day running of the company as well as long term profit making potential.




Dyer on star image


Richard dyer proposes that-"A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (eg advertising, magazines etc as well as films music)".

Richard dyer’s star image theory has become well-known and is often used especially when talking of influential media products.

Stars as constructions- stars are constructed, artificial images with the unique selling point as they can be copied and/or parodied because of it.

Dyer says “A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials’.

Industry and audience

- stars are made to appeal to audiences , which will in turn generate revenue for record companies

- record companies nurture and shape their stars

- they tend to manufacture what they think audiences want, hence the ‘photocopied’ nature of many boy bands, teen bands etc.

Dyer says “stars are commodities produced and consumed on the stength of their meanings”.