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.