Large major music labels are largely helped by the advancement of digital media and especially where consumption is concerned.

This is evident as Sony's music can be very easily accessed and from almost all platforms of media such as YouTube, iTunes, Vevo, and other online streaming sites, not only online you can view and listen to Sony's music artists, but also on their very own hardware such as the Sony Xperia, The Sony Rolly, Walkman and more of their electronic mixed media hardware.

This makes a wide audience be able to access their music fast and easy, therefore using this as a way of cross promoting both their artists, their artists' music, and Sony Music itself.

In addition, Sony also synergizes with other music and media sharing companies such as YouTube and Vevo and is evident where for instance, if you go onto YouTube, it is noticed that music streaming companies such as Ministry of Sound, UKF and Vevo tend to have Sony's artists and music playing from their channels.

This was because Sony does not have it's own music streaming platform therefore teaming up with popular media companies of the web to share out Sony's music.
This is a way of Sony being able to not only make their music sparse across the worldwide web, but cross promoting their music and making their artists known to a huge global audience.

Another way in which the advancement of digital media benefits Sony is with their digital marketing.

This is shown as the  multi-functional conglomerate label Sony often uses their own Sony branded hardware such as the Xperia smartphone series, the Sony Walkman series & MP3s,Blu Ray, Music stereos and other of their multi-media hardware to cross promote their artists' music and new releases. For instance, Sony had used Adele's new release 'Skyfall' in the advertisement of their exclusive new smartphone Sony Xperia T.

This benefits Sony significantly as by doing this, they are able to advertise their hardware and electronic products as much as their music and artists in order to have that 2-in-one promotion and advertisement and both on TV and the all across the web, therefore becoming appealing an extraordinary amount of people on a global scale.

BSM Records

BSM Records does not however have the same privileges of advertising their music though a he number of media platforms and to a global audience either, due to the fact that their are only an independent music label. But however on the other hand is still able to cross promote their music effectivey.