Sony Announces Third Installment of 'Lost in Music' Brand Campaign

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Sony Corporation's third installment of its brand campaign, "Lost in Music," was announced Tuesday (Nov. 6). The newest edition of the project will feature an immersive pop-up space in N.Y., bringing together Sony technology and Sony Music artists.

The residency will launch next Thursday (Nov. 15), and it will play host to a weekly YouTube show, weekly performances from different artists on the Sony Music roster, the debut of an interactive song creation experience and a space to experience multidimensional audio technology.

Additionally, the experience is not limited to fans able to attend in person -- people across the globe will have the opportunity to tune into Sony's weekly "Lost in Music" online show where they can watch exclusive sets from performers, get information on the latest Sony technology, view artist interviews and tech news highlights and listen to weekly music. Each episode of the show will be available here.

"Providing fans with a deeper connection to music through technology is the foundation of the ‘Lost in Music’ campaign,” said Midori Tomita, vp in charge of brand communication. "Now in our third year, we have gone above and beyond in creating an experience that makes the connection even more engaging and collaborative to deliver an experience that will be exciting for attendees, viewers and artists alike.  With the exclusive online shows to be distributed weekly, we aim to engage wider global audience and share how technology and music, when combined, can deliver the unique experience."

Attendees will be rewarded with the opportunity to create a personalized song as they move through the pop-up space, which analyzes the way each attendee moves and interacts with the technology, then combining it with the rhythm of their own heartbeat and adding musical components to create a unique, downloadable track.

The "Lost in Music" pop-up experience will be open from Thursday to Sunday, 12 p.m. to 10 p.m. It'll be open through Feb. 10, 2019, with the campaign culminating with two nights of performances from some of Sony Music's hottest artists at N.Y.'s Sony Hall.


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