Cross-media Convergence and Synergy

“Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences.” To what extent do you agree with this statement in relation to the music industry?

Synergy is a term used to describe a situation where different entities cooperate advantageously for a final outcome. To simplify this, it means that the whole is greater than the sum of its parts. It is described as being ‘strategy of synchronizing and actively forging connections between directly related areas of entertainment’. There are numerous new technologies that support this process such as web, DVD and downloading. The media industry exploit various platforms to sell their products related to one film, for example, the film, the soundtrack and the videogame. Symbiosis is the linking up of various companies to make profits from one product.

 Convergence, on the other hand, is another process where a range of media platforms are integrated within a single piece of media technology. Examples of these are the Playstation 4 and the iPhone. The Playstation is a games console and a DVD player. The iPhone is a phone, camera, mp3 player, FM radio, web browser and palmtop computer. This therefore demonstrates ‘convergence’ of a wide range of technologies. The media institutions can see that audiences enjoy a rage of technology and so converged technology is attractive to them. They are able to consume media in a variety of different ways. These technologies also provide short form content for downloading, for example, video clips, trailers, music videos, jingles, wallpapers and music tracks. This happens in the music industry when it comes together with the film industry, for example, when Adele released the new single for Skyfall.

Symbiosis, the working together of different companies to promote a range of related products, can occur through kids’ movies that enable spin-offs such as toys, furniture and Easter Eggs. The distributor will agree licensing deals for companies to make and sell this merchandise. Part of the profit will then go to the distributor later. Walt Disney pioneered these symbiosis marketing techniques in the 1930s. He granted dozens of firms the right to use his Mickey Mouse character in products and advertisements and, as a result, continued to market Disney media through licensing arrangements. The products themselves help to advertise the films and so they create sales. An example of this is Marvel and DC films having toys and figures of characters made, CD soundtracks, videogames, DVD’s and other merchandise.

Vivendi Universal own Mp3.com. They can use the website as a platform to distribute Universal owned content. It can also be used as advertising content and they can sell advert spaces to other related companies, for example, CBS have links to their film sites. Therefore, the company benefit from audiences owning converged technology such as a video-iPod as this is where they will download and exhibit their own content.

Synergy and Cross-Media Convergence: when two or more products are released together to gain exposure from each other's audience. 

Tie ins: Products are released which have been produced by other companies which are related to the media. It is not, however, a symbiotic relationship as it is debatable how much publicity the music gets from the products. 

In the music industry this occurs through film soundtracks as well as products from well-known artists being released. Examples of this are clothing, perfumes, posters, books, cups and advertisements. 

Merchandise is a huge part of the music industry. Many well-known artists will have a Merch Store on their website where fans of the music can go and purchase products online. It can also be sold at concerts. Shops such as HMV will stock merchandise from these artists. 

The most common merchandise would be T-shirts, wristbands and posters.

Cross-media convergence and synergy are vital processes in the successful marketing of media products to audiences, particularly in the music industry. It helps gain people's attention and can bring in new fans as well as gain money from those currently listening to and enjoying the artists' music.