Synergy

Synergy is when two or more companies/organisations join together to produce linked products to promote music over different media platforms - its a form of marketing. An example of this could be between a film company teaming up with a games company to produce franchise or this could be between the Artist and Record Company to promote the album. With the music industry you can use cross promotion between artists and film companies - to make film soundtracks and so the song then promotes the film and the film song promotes the artist. This is an example in Titanic with Celine Dion's song 'My Heart will go on' and Aerosmith in armageddon with 'I don't want to miss a thing'.