Synergy comes from a Greek word that means work together. In Media it is used to explain how different products can work together using the same concepts, for example, film soundtrack and video game.
Another example, is the famous 1987 Bill Medley & Jennifer Warnes song 'Time of my life'. The singer teamed up with classic film Dirty Dancing, to produce a music video. Again this promoting both the song, artist and the film. http://www.youtube.com/watch?v=RH0lEVMuzzw
The famous Guns and Roses song, 'You could be mine' was used as the soundtrack, for the Arnold Schwarzenegger film Terminator 2, this promoted both the film and the song.
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