Abstract
Valuing is a sub task of the creative process where the agent of creativity evaluates the possibles afforded to them by the domain and field. To make such evaluations the agent must apply their domain knowledge and an internalised system of the field . This paper explores how the songwriter, as agent, constructs a criterion of appropriateness based on such knowledge through which to assess their creative possibilities.
 These criteria conceived by the songwriter operates as a competent yet fallible audience. The valuing process is progressive, moving from the imagined audience of the songwriting agent to be refined by developmental interactions with songwriting, production and record label teams. We may also transfer such a criterion to the audience, as a criterion of effectiveness, in which the chosen ideas are evaluated.
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