Synergy and Synergistic Practises

Synergy - another word for cross-promotion

Synergistic Practises

A film may be released at the same time as an associated CD soundtrack to produze maximum revenue.

i.e. no one knew of 'The Rembrandts' before 'Friends' cross-promoted the song as they used the song as their opening theme.

Internal Synergy - cross-promotion inside one company/conglomerate.

i.e. Girls' Aloud - produced by Polydor Records, a subsidiary of Universal Records. 

^ Sang soundtrack music to St. Trinians produced by Universal Pictures.

Duffy signed with UMG also in an advert for Diet coke.

The potential for internal synergy is enormous:

• Universal has a franchise in the music and film industry.
• It is easier for them to use synergistic practises to promote and sell their products because they are vertically integrated.

The music is more saleable because the audience is attracted to elements they recognise from the films. The film is advertised by the music.

Universal Music Publishing and Secondary Licensing

A music publisher owns the copyright for music and lyrics and can license them for use in film, TV, advertising, mobiles etc. as well as for other artists to cover. UMPG is the largest in the world, with over 1 million copyrights.

i.e. Sugarbabes

• UK, Europe, Asian and US tours for new album
• Theme song for Powerpuff Girls Movie
• ITV teen drama Girls in Love theme song
• Tracks on soundtracks for Love Actually and Sex in the City
• Boots Christmas TV advert - Girls
• Images licensed to Mattell for Barbie dolls.