Sony and Synergy (AO1)

        Video 1)

 

Video 2)

For level 3, I've provides 2 examples where Sony Music Entertainments has used Horizontal Integration. Most importantly, horizontal integration is when major recording companies cross promote their artists using their other interests. For example, video number 1 has used Usher which is signed to Sony and the Sony Ericssons mobile phones in a commercial to be advertised by him and not any other artists.
 This is promoting Usher and the mobile phones of the same company using different interests to cross promote.
Similarly, video 2 where Sony has used the method of horizontal integration when Whitney Houston sang on X factor. This connotes that Whitney is signed to Sony and X-Factor is owned by Sony as well. Hereby, the two Sony interests will be cross promoted to the audience their artists.