Negus believes that artists can either be synthetic or organic.
Organic
This has a naturalistic approach to artists, and is when the success of the artist has originated from the artist and been nurtured by the record company. The artist has been given time to change and go through their career, whilst their image is being benefited by the record company.
Also tends to focus on sales of their albums and making a successful back catalogue
As an example here is Jason Mraz
Synthetic
Synthetic artists have been constructed by the record company, therefore their image, and material are entirely created to suit a particular audience. The artist will be given a short period of time to prove their success before other combinations will be tried out.
Synthetic artists do not focus as much on their music, but on being successful and having a large audience base. They are arguably more fake, so built up to please their audience and would be very different in real life.
As an example you could take Skrillex
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