Sony & SynergyBy Stefan Mekki

What is a Synergy?A synergy can be seen as two different companies who work together in order to help one another promote a particular product.

IntroductionMany of today’s large businesses are seen as conglomerates, meaning that they operate in a number of countries around the world. Take Sony for example. Originally founded in Japan, yet they operate in majority of countries around the world selling mainly 5 different subsidiaries:

- Electronics: Phones, Cameras, Headphones & TV’s

- Video Games: PS4 & Gaming production studios

- Music Production: Sony Music Label

- Film: Sony Pictures Entertainment

- Financial Services: Sony Life Insurance (Japan & Philippines)

Artists who have Synergized

One Direction have synergized with several other companies to promote numerous songs of theirs.

One example is their Pepsi advert with Drew Brees. For One Direction their main target audience would be their fans, seeing as they are a British band, this advert in America would be a big hit as girls between the ages of 13 – 15 in America seem to be extremely interested in the band.

As for Drew Brees, fan of the NFL would be interested due to the fact that he’s a huge figure for the New Orleans Saints franchise.

https://www.youtube.com/watch?v=o0Fdn8hSrEM&safe=active

What is a Horizontal Integration?

Horizontal integration is the merger where a company will cross-promote an artist through its other subsidiaries.

An example of this strategy is British artist Katy B promoting a set of Sony headphones, but at the same time promoting herself. Her main target audience would be females between the age of 16 – 19 as majority of her songs are based on love, to which girls of that age find interesting.

Furthermore, Taylor Swift has also participated in the horizontal integration method to help promote her music. Taylor appeared in an advert promoting a Sony camera, whilst she released her single ‘Shake it Off. Not only did this boost sales for the camera, but her single reached number 1 in a number of countries around the world.