Sony's 'Collaboration Series' Pairs Artists With Tech, Gaming & Movies: Exclusive

Courtesy of Sony
      

The campaign kicks off Dec. 6 with rapper and YouTube personality DDG.

Sony Music Entertainment artists will collaborate on new projects with Sony technology, gaming and movies as part of a new campaign.

Dubbed the Sony Collaboration Series, it's comprised of four "activations," and comes on the heels of Sony's similar three-year Lost in Music brand campaign.

“Sony's purpose is to ‘Fill the world with emotion, through the power of creativity and technology,'” said Sony Corp. vice president in charge of brand communication, Midori Tomita. “We invite you to enjoy these unique experiences that only Sony can deliver by combining the power of SME's artists with Sony's technology and content.”

The series kicks off on Dec. 6 with a video project bringing together rapper and YouTube personality DDG, pro skater Neen Williams and MESH, Sony's app-enabled smart sensors product. The video will incorporate DDG's song "Push," Williams' skating skills and audio and visuals triggered by MESH.

"The Sony collaboration with Neen was a dope new way to turn my song into a whole different vibe," commented DDG. "I never envisioned a skateboarding song when I made ‘Push,' but seeing Neen vibe out to the record and Sony’s MESH sensors and projectors’ lights going crazy to my song convinced me. I’ve never been a part of something so innovative. It came out so dope."

Other campaign "moments" include using Sony's flagship smartphone, Xperia 1, to create a piece of content pegged to Sony Pictures Entertainment's upcoming 2020 film, Bad Boys for Life; and a music experience using Sony's 360 Reality Audio technology, which uses audio mapping to mimic a live show. 

Later on, Sony will ask gamers who use its "Dreams Universe" for PS4 to design a virtual live performance arena for a Sony Music Entertainment artist, built using the DUALSHOCK 4 controller. In turn, the artist will incorporate the art and imagery created in Dreams into their real-world performance.

More updates will be announced at sony.com/collaborations, and on the campaign's forthcoming YouTube channel.

Sony's previous Lost in Music campaign included a New York City pop-up space with performances from artists including A$AP Ferg, a South By Southwest event, weekly YouTube show and more.


THE BILLBOARD BIZ
SUBSCRIBER EXPERIENCE

The Biz premium subscriber content has moved to Billboard.com/business.


To simplify subscriber access, we have temporarily disabled the password requirement.