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Sony

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.”

‘Trainspotting’ guide to Edinburgh created by Sony and 8MS

Sony Pictures Home Entertainment has created The Alternative Guide to Edinburgh, ahead of the digital download of T2 Trainspotting.

Working with digital and content marketing company 8 Million Stories, The Alternative Guide to Edinburgh site takes users through key locations from the film, adapted to each of the key characters, including Renton, Begbie, Sick Boy and Spud.

The guide also contains bonus material and exclusive content, such as never-seen-before clips from the film and interviews with cast members.

“When it came to launching T2 Trainspotting, 8 Million Stories was the perfect fit,” said Neil Rodwell, Head of Product Marketing at Sony Pictures Home Entertainment.

“We’d been admirers of 8MS and its work with brands in the entertainment industry, and were excited to see what it could do for us – and weren’t disappointed. The T2 Trainspotting Alternative Guide to Edinburgh perfectly encapsulates the humour and mood of the film, and celebrates the legacy of Trainspotting.”

Robin Richmond, Managing Director at 8MS, said: “T2 Trainspotting has such a unique style of dark humour and a melancholic tone that fans are passionate about, and we were determined to convey the essence of the film within this project. Both the Trainspotting films are very close to our hearts and The Alternative Guide to Edinburgh was such a fun project for the team to be part of.”

To view the guide, click here