Synergy is where two or more forms of media combine to make a promotional video. Many songs are featured in certain films but a lot of music videos contain scenes from a film because it was featured in the original film.
Films
There are quite a lot of films that are featured in music videos in recent times and they draw an audience in because the fans of the actors/actresses in the movie, the fans of the story of the movie, and the fans of the artist singing the song are generally all interested which makes it spread round and everyone is aware of it.
Example:
Example:
"Happy" is a single by Pharrell Williams that was used in the film 'Despicable Me 2'. There are various references to the film included in this music video including a dancing minion, and actors including Steve Carrell and Miranda Cosgrove who were in the film.
TV Programmes
Similarly to films, there are various music videos that relate to TV programmes. Sometimes the audience will know the artist better or the TV show better; either way it still doubles the audience and helps spread the word around.
Example:
Example:
"I'll Be There For You" is a single by The Rembrandts and was best known as the theme song for the popular TV series 'Friends'. There isn't a lot going on in the music video; only the band playing their song while the cast of the hit TV show play around with them. This song rose to fame because of the TV sitcom, which is how most synergy music videos result to.