Synergy is all about two or more parties working together towards a goal in order to gain more out of it than they usually would individually. This is very beneficial, as it makes greater difference. Basically both parties gain things from one another. Tadaaaaam!! Oh and in media terms it means basically two different media organisations, which could be a production company and a recording studio recording a track in advantage of both parties for the film. This way both would be marketed and would gain something out of this corporation.