Synthetic artist vs Organic artist

Organic artists are often sold on their authenticity, both musically and socially. Their image is infact not constructed, and do have a say in their image. For example, the band Mumford & Sons are sold purely on their musical ability, and not visually. Their music videos usually highlights the fact they are a band and play their own music. They also usually show them performing. In contrast, synthetic artists are often sold on their look and personalities, for example One Direction are sold on their good looks and young charm. Their image is carefully constructed and emphasis is put on the sales of merchandise, rather than them performing live. Their target audience is usually less sophisticated and younger. The profits generated by this kind of artist tend to be of an immediate short term strategy by the record label.

One Direction's music videos solely focus on them looking nice and lip syncing to the audience, rather than Mumford & Son's proving their sound and musical ability.


Mumford & Sons write their own lyrics, and their passion is evident in their music videos when they lip sync with true passion, whereas One Direction get their songs written for them, and their songs/music videos are majorly based around superficial things such as love, girls and girlfriends which contrasts what Mumford & Sons write about real life events.

Moreover, as we can see in these photoshoot pictures below, Mumford & Sons are still with their instruments. This portrays the image of a proper band that they want to give off. Additionally, their outfits are more casual and less stylish, displaying their main focus is their music. In contrast, One Direction are usually all smiles and very happy in photoshoots/single covers. This illustrates their synthetic look and how they are extremely controlled and manufactured. This links to one of their main focuses being memorabilia and merchandise, rather than Mumford & Sons main focus being their music.

Their logos also portray their image. Mumford & Sons is not brightly coloured as it their intention is not to jump out at you and catch your eye. The colours are dark and dull, which displays their logo and 'brand' is not their main focus. Whereas One Direction's logo is very bold and eye catching, and immediately makes you want to know more.