Ed Sheeran uses music videos like "Lego House" to promote himself and his record label, Warner Music Group. The video features a famous actor to attract viewers and help sell more singles. It was posted to YouTube by his label, generating advertising revenue and over 68 million views. Sheeran also extends his income through merchandise on his website and in stores, with profits split between himself and retailers. Record labels and clothing companies collaborate through synergy deals, splitting profits from products like Sheeran's t-shirts that feature his name and raise his profile, potentially driving people to buy his albums.

1. Music Video Purposes Analysis
Comment on the following aspects in relation to PURPOSES and BENIFITS for artist/band and target audience
Ed sheeran Lego
house
Provide an explanation in relation to benefits
(promotion, extension of income & outlets,
synergy opportunities and strategies used by
producers to benefit label and artist)
Provide any research evidence you can find that supports explanations of
benefits for artist, record label and audience
Promotional Ed Sheeran uses this music video in order to
promotes him safe and his record company in
order to sell more singles. Another way he
promotes himself is by selling albums which will
go in stores. This would the promote himself and
his label company which is Warner Music Group
.He had other ways of promoting his song by
having a famous actor in the video which will
make people want to watch the video and then
maybe buy the single .
https://www.youtube.com/watch?v=c4BLVznuWnU&feature=kp
Extension of income This song has been put onto YouTube by his
record company this will expand the ways that he
gets his income because on YouTube there are
adverts on his video which will make him 0.01p
for every view , comment and like that he has on
the YouTube video . He has got 68,798,165 views
and 385,710 likes .He has also set up a website
which he will sell his merchandise to his fans .
http://www.edsheeran.com/store
Extension of outlets When an artist is selling his / her own product if it
would be a CD , clothing or other product it
would be sold on the high street. In the case for
Ed Sheeran he sells a range of T-shirts and hoody
these can be bought from high street stores for a
split profit between the store and Eds record
company. This also works with online stores such
as amazon.
http://www.amazon.co.uk/Ed-Sheeran/e/B001LHZOLG
Synergy The synergy is what happens when a group of

2. Music Video Purposes Analysis
companies that work on clothing, CDs and other
products of that sort make merchandise for a
band or artist . If something has put the name or
logo of a artist they will split the money up
between the artist and the company that
designed the shirt or product .For example with
Ed Sheeran has a range of T-shirts and jackets
that the profit will be split between himself and
the people who have made the design for the
product.
Producers strategies Production strategies are the methods that are
done it order to make more money . For example
with Ed Sheeran his company will sell a shirt with
his name on and people wears it on the street.
Then people will look at the shirt and think of him
then they will have him in their mind they then
might go out and buy there album.