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music

Sony launches immersive media experience with New York pop-up

Visitors to Sony’s ‘Lost In Music’ pop-up space in New York are being invited to create a personalised song as they move through the immersive experience.

Now in its third year, Lost In Music – produced by creative agency Ralph – unites Sony Music artists with Sony technology to produce creative, unique and shareable music experiences.

Through a weekly online show as well as the physical pop-up, Lost In Music showcases various innovative Sony technologies combined with exclusive interviews and performances from multiple Sony Music artists.

The groundbreaking Lost In Music experiential installation analyses the way each attendee moves and interacts with the cutting-edge technology throughout the space, combining it with the rhythm of their own heartbeat and adding musical components to create a unique, downloadable track.

Within the space, located at 201 Mulberry St. in New York City, visitors can get creative with:-

Heartbeat Chamber– This sets the BPM of the track by taking your heart rate.

Interactive Dancefloor Sequencer– You can dance over the LED floor to create a looping rhythm.

Drum Spheres– Hitting these will record drum loops based on your movements.

Vocal Booth– A microphone records, autotunes and loops your vocals.

Theremin– Your motion is captured and used to bend the pitch of your track.

– A camera on stage will record your movements. This is then combined with your finished track to create a shareable, personalized music video.

Also demonstrated at the Lost In Music pop-up is Sony’s latest multi-dimensional audio technology, which enables visitors to be entirely immersed in a track as it plays around them.

Additionally, guests will be able to get hands-on with the latest Sony products.

Finally, fans can tune in to the Ralph-produced ‘Lost in Music’ weekly online show to watch exclusive sets, interviews and tech highlights. Each episode of the show is available at www.sony.com/lostinmusic.

“It’s been tremendously exciting to work on this year’s Lost In Music campaign, which builds on previous years to really push the limits of what’s possible in terms of creating an immersive, interactive experience for music fans,” said Chris Hassell, Founder at Ralph Creative. “Combined with the live performances and complementary YouTube channel, Sony is able to connect with an extremely wide audience across multiple content and technology types.”

Chris Hassell &Brynley Gibson

Ralph & Kuju partner to offer VR & AR experiences to brands

Brand experience agency Ralph Creative and Kuju, a full service Virtual Reality (VR) and Augmented Reality (AR) content specialist, have teamed up to offer a one-stop-shop for creating groundbreaking VR and AR experiences across any platform.

The announcement follows their earlier co-production of a music remix experience for Grammy Award winning duo The Chainsmokers and Sony Music. The experience, for the single Paris, was unveiled at SXSW in Austin to great applause.

“We are thrilled to be announcing this partnership today,” said Kuju’s Head of Studios Brynley Gibson. “When Ralph first approached us about a collaboration on The Chainsmokers’ VR experience it seemed a great fit: our interactive entertainment background in music and VR, alongside their impressive expertise in brands. We found in Ralph kindred spirits with a passion for creating cool innovative projects and we’re looking forward to showing the world what we will come up with next.”

Chris Hassell, Founder of Ralph added: “Working with Kuju is hugely exciting. We knew we wanted to find a partner that had true game development experience but never thought we’d find someone with such a pedigree, with many years of VR experience across many platforms. Based on the success and positive feedback of Paris.VR on the PlayStation Store, we are looking forward to having a lot of fun and doing more groundbreaking work with them in the future for new and existing clients.”

Music Makes You Travel

Lastminute.com kicks off #MusicMakesYouTravel campaign

Brands should pay close attention to the music scene this summer as consumers flock to faraway festivals. That’s according to new data from lastminute.com that points to ‘festravel’ – travelling abroad to a music festival – as one of this year’s biggest trends.

The firm looked at 2015, 2016 and 2017 booking data from the UK, France, Italy and Spain, including data for both flights and hotels. It also commissioned OnePoll to conduct a survey of 2,000 UK consumers in April 2017, and a further 6,000 consumers across Spain, Italy and France.

It found that almost half (47%) of Brits would travel abroad for a music festival, and this intention is increasingly being put into practice.

Booking data from the group shows that the number of Europeans flying out to Croatia around the time of Ultra Festival shot up by a third (33%) in 2016, compared to 2015, with Ypsigrock Festival in Italy experiencing an equal boost in popularity.

And lastminute.com says brands should take advantage of the growing window of opportunity to engage these festival tourists with helpful and inspiring content, as the data reveals that ‘festravel’ preparations are beginning earlier each year. Music lovers travelling to Budapest ahead of Sziget Festival booked their trips an average of 45 days in advance last year – up from 32 in 2015 – while those heading to Berlin just before Lollapalooza in 2016 booked 47 days ahead of time, up from 33 the year before.

It’s not just other countries that stand to benefit from this festival trade. The number of Europeans arriving in London spiked five days before Glastonbury kicked off last month, up 110% compared to the previous two days – presenting UK retailers with a lucrative opportunity to cash in on last minute party purchases. And with a staggering 400% more people are set to arrive the day before Lovebox kicks off in July, compared to five days before, retailers have another chance to be part of the festival action.

“As festivals become a staple ingredient for the perfect summer break, festival-goers are looking to brands for inspiration for everything they need to make their trip special and successful – from tents to travel insurance,” says Alessandra Di Lorenzo, Chief Commercial Officer, Media and Partnerships, at lastminute.com group. “Brands that fail to factor this unique audience into their online campaigns risk missing out on a big category of summer spend.”

With the festival season well underway, lastminute.com group’s media business, The Travel People, has launched a new music lovers targeting tool. This will allow brands to target and engage users who possess a love for music and travel, both on and offsite, right across Europe.

Di Lorenzo adds: “Our rich data means we know not just where people like to go, but what they love to do when they get there too. We want to help our brand partners to delve deeper than demographics and target by passion, engaging their audiences with content that will complement their experience. That’s why we’ve launched our music lovers targeting tool – and festival-goers are just one audience segment that brands can use it to reach.”

The new tool is linked to a new brand partnership lastminute.com group recently launched with digital music service Spotify to explore how music makes you travel. As part of the campaign, this year lastminute.com is an official sponsor for Sziget Festival, Budapest (9th – 16th August 2017), and Lollapalooza, Berlin (3rd – 6th August). It will be selling tickets and packages for the festivals to help people experience travel through music, available at lastminute.com/deals/festivals/sziget.html.

Yannic Pluymackers, Chief Marketing Officer at lastminute.com group, added: “Music is such an integral part of travel – it inspires us to visit new places, influences our experiences in those places and creates memories long after leaving a place. Our #MusicMakesYouTravel campaign aligns our brand with experiences like festivals, so we can help more people discover the world through the music they love.”