Two case studies on artists in universal who used syngetic marketing and one who used secondry lisencing to promote albums

http://www.tellyads.com/show_movie.php?filename=TA5069

This video is a clip of a Pepsi Max advert using The black eyed peas, which are signed to Universal. The name of the song used in this advert is called 'More' which is believed to have been written exclusively for the advert. By using The Black Eyed Peas in the advert not only does it attract a wide audience to drink it as they are so popular, it also advertises The band and the music they create.

http://www.imdb.com/video/imdb/vi1405094169/

Christina Aguilera is also signed to Universal Music. In her recent film Burlesque, she sings throughout and so the movie soundtrack will most likely be released as a seperate CD, creating a great profit for Universal, or it will advertise Christina's musical talent and will therefore release new music.

Elton john, who is signed to A&M/Octone- a subsidery of Universal music is th original singer of 'Your song'. However, recent artist Ellie Goulding has had to buy the right to use this song and her version has been used in a John Lewis advert, creating money for Elton John and therefore Universal Music.
http://www.johnlewis.com/Magazine/Feature.aspx?Id=666