Sony has achieved convergence and synergy across its music production, distribution, and marketing activities. It brought Columbia Records under its ownership in 1988, allowing it to both produce and distribute music. Sony also develops its own music software. For distribution, it created DADC to manufacture blue ray, DVDs, and CDs in-house. Sony uses its own websites like Music Unlimited and WE 7 to directly distribute music to consumers. It also engages in synergistic marketing through merchandise related to artists it represents.

1. Synergy & Convergence

2. Production - Convergence
An example of convergence in the production of
Sony music is when Sony in 1988 brought
Columbia Records which also gave them the
software to produce the music. This meant
they could produce the music and sell their
Walkman so that people could listen to their
music on the go.

3. Production - Convergence
Another example of convergence is that Sony
have created their own software for making
music e.g. Sony Connect, Sony ACID and Sony
Sound forge.

4. Distribution - Convergence
An example of convergence in distribution is
Sony’s DADC, this company creates blue ray,
DVD’s and CD’s. This means that Sony doesn’t
have to out source the distribution of their
music to another company, this will save them
money in the long run.

5. Distribution convergence
Sony use the internet to distribute the music they produce.
There are two websites which Sony own and use to distribute
their music. Music Unlimited being one of them. For £3.99 per
month a person can access over 7 million songs. Sony try and
draw people into subscribing by giving a 30 day free.
WE 7 is a free website which allows a user to create personalized
radio stations with all their favorite artists or artists similar to
artists they like. By doing this Sony promotes other artists to
the audience.
Both of these are a form of synergy in distribution. Sony created
these companies to earn more profit compared to selling it
through iTunes.

6. Marketing synergy
One example of synergy in marketing is merchandise, a
band that represents this well is One Direction. They
have their own merchandise store on their website and
sell everything from t shirts to posters.
This is synergy as Sony
are cashing in on On
Directions Music.