There is a complex relationship with the music industry and a number of different media including radio, TV, print media, film and new media which includes the internet, mobile phones, twitter, facebook and many more. The music video is only one way in which a song is promoted and synergy is the crossing of different media's to promote something to the public, in this case music. This works for the benefit of both companies.
For examples Mcdonalds toys promote new films which come out.
This is an image showing the Despicable Me toys which came in happy meal boxes to promote the new film Despicable Me 2. This is an example of Synergy across the company for the film and the company of Mcdonalds.
Another example of synergy is when a music video is created to promote a film but can be successful in its own right. For example the official video for the James Bond 'Casino Royal' 2006 film called 'You know my name' sung by Chris Cornell. As a very successful film, it increased the sales and success of the song and allows the artist to widen their audience.
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