Synergy

Synergy is where 2 forces combine to make a video. They can pair up with TV and film in order to publicise eachother.
One example of this is Skyfall - Adele which was the theme tune to the James Bond film. It is a very succesful film which increased sales for the song, the soundtrack of the song and promoted Adele as an artist. It also promoted the film aswell as Adele is a succesful song artist.

Another example is "Kid" by Peter Andre which is the official feature song track for Dreamworks Mr Peabody and Sherman. This was to promote the publicity of the new film, the song that features in it, and Peter Andre as an artist.

 

Companies would also pay to advertise themsleves on YouTube for example. This would therefore give them synergy through the video as themselves and the video's publicity should improve.