Khalid Joins Forces with Sony for Second 'Lost in Music' Campaign

Kacie Tomita

Khalid, the overnight R&B sensation and 2017's breakout star, has dominated the music scene with his debut opus American Teen and notched a bevy of partnerships throughout the year. Today (Dec. 21), Khalid pockets a new partnership with Sony as the newest face of tech company's "Lost In Music" campaign series, set to launch in January 2018. 

For the second installation of "Lost In Music," Sony will bring its virtual reality technologies to fans across the country. As part of the campaign, the Grammy-nominated singer will release a VR music video and deliver live music events in Los Angeles, starting with a two-day event at the LA Hangar Studios on January 19. 

"The media giant and Khalid will also take the VR experiences to the annual SXSW conference in Austin, TX on March 15 and 16, where Khalid will unveil his VR music video. Sony will also journey to New York throughout the campaign, debuting a "Lost In Music" video series in February."

“I am so excited to be featured in Sony’s Lost in Music campaign for 2018. I can’t wait for the events in LA and Austin," Khalid tells Billboard. "It’s going to be so awesome to connect with my fans through an experience unlike anything I’ve done before. Plus, I get to show them an awesome new VR music video.” 

Khalid team-up with Sony comes a year after the company's inaugural "Lost In Music" launch in 2016  with The ChainsmokersVanic, and Lost Kings.