To support AS Media Studies course

1. Cross Media Convergence
& Synergy

2. Cross Media Convergence
• This is a broad term. At its simplest it is about operating
across different media.
• It is useful to consider it in relation to both technological
convergence and synergy rather than in isolation.

3. Cross Media Convergence
• Cross media convergence can be an artist
working across a range of media.
• Or, it can be different media companies
coming together on a product or service.
• Why would artists and companies
want to do this?

4. Cross Media Convergence & Synergy
• Often, this is to create more
opportunities for promotion or to create
new revenue streams.
• In other words, it creates Synergy.
• This is where there is mutual benefit
from products or services coming
together, achieving cross promotion
for a product or service and creating
greater opportunities to generate
revenue.

5. Cross Media Convergence & Synergy
• Many music artists and media companies
operate across a range of media areas.
• Music videos are an example of cross media
convergence and have become an
important promotional product for artists.

6. Cross Media Convergence & Synergy
In 1975, the British rock band Queen employed Bruce
Gowers to make a promotional video to show their
new single "Bohemian Rhapsody" on the BBC music
series Top of the Pops.
According to rock historian Paul Fowles, the
song is "widely credited as the first global
hit single for which an accompanying video
was central to the marketing strategy."

7. Cross Media Convergence
& Synergy
• Digital technology lends itself to media
convergence and synergy. There are an
increasing number of media platforms
that converge different media and make
it very easy to move seamlessly from one
to another.
• For example, Facebook enables you to
watch music videos, listen to SoundCloud
clips, read music reviews, interact with
the artist/band, play games/widgets
relating to an artist, and much more.