Synergy
Synergy is where two products or companies combine to make a video, and use the video as a platform to give them success in their respective areas. For example a music video may be made to increase publicity for a film, but may prove successful in its own right. One example is the music video ‘You know my name’ the official video for the James Bond film Casino Royale (2006) starring and sung by Chris Cornell
A very successful film, it helped to increase sales of the song and soundtrack for the film, the music video remains popular and has won Cornell several awards.
A music video helps to provide synergy for the artist starring in it; a popular music video helps to expand their audience but also serves to increase their power in the industry.
If a video is shown on YouTube for example companies may pay to advertise on the video or through product placement, this would give them synergy through the video-they would be associated with the video and hopefully improve publicity.
Sometimes music videos homage other videos or films for inspiration. An example is:
This video was a homage to Goodfellas and gained a lot of success because of this.
I think using synergy is an advantage to a music video it helps to connect with the audience and makes it more entertaining for the audience it helps to figure out stories and themes for the video and could help to raise finances for the video. On the other hand using too much synergy detracts from the video inventiveness; some may argue a music video should stand by its own success rather than relying on that of the soundtrack it is telling.
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