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 ‘stuck with each other’ the official video for the 'confessions of a shopaholic' film.

A music video helps to provide synergy for the artist starring in it; a popular music video helps to expand their audience and also increases the artists 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 which will in turn improve their publicity.

Another example of how synergy is used in a music video can be seen in keri hilson's 'knock you down' music video.