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The music and advertising industry both are looking for new revenue streams, and Sony BMG has found a way to bring the two together. Sony BMG's commericial Music Group had bought the Creative group in 2006 which was a company that handles graphic design,web design, video production, and other media related things. Today Arcade which opened in April as an extension of the creative group has signed deals with coca-cola's fanta, JcPenny's, and Ralph Lauren. The idea was that since Sony BMG had its own agency they might as well lend its services to third parties. Arcade not only allows Sony an opportunity to have their music selected for advertisements, Arcade could also one day could take over the ad campaigns for its sister subsidiaries.