synergy

What is synergy?

Synergy is when two organizations work together in order to achieve a greater effect. For example, it is common for music artists to work with famous brands in order tot gain a different audience attention. 

Britney Spears is a great example for synergy when she was promoting her Circus album. She continuously used the circus theme as part of her tour, album, and even named her fragrance after it. They layout of all the promotions remain the same alongside the colour scheme whether it be on the side of the perfume, on her album, or even the promotional poster. The link that is then created makes it not only recognisable but also rememberable which will engage with her audience.

                                                                         

Another example is Justin Bieber. He has done work with companies to present a different side of synergy. He has worked with many different companies such as Calvin Klein, PolyGram Filmed Entertainment for productions such Zoolander 2, and comedy central for the roast of Justin Bieber. He has brought the attention of many different fans. This may have been his fans watching a specific new channel or film due to him being on it, or buying a form of clothing due to his advertisement, helping bigger companies gain profit. However, it will also draw attention to himself through the use of different companies bringing their target audience to his music, whether they be fashion, comical, or film fanatic fans. 

              

How can I use this research?

In my product I have to create an album promotion poster, a digipak, and music video. From this research I can use synergy by linking costumes, typography, colour schemes etc throughout my products in order to achieve this. I should also be able to link my products to social media such as Facebook which is how I will gain the attention of different kinds of fans like Justin Bieber did through working with different companies.