Sony Corporation has announced the second instalment of its brand campaign, called ‘Lost in Music’. The brand campaign consists of live music events and a virtual reality (VR) music video for PlayStation VR, both featuring Grammy Award nominee singer and songwriter, Khalid.
The Lost in Music campaign will roll out with a two-day live event, kicking off with Khalid in Los Angeles, CA, on 19th January 2018, held at the LA Hangar in Los Angeles. Upon arriving at the event, attendees will discover what it is like to be enveloped in sound as they walk through a specially designed entrance tunnel called the Acoustic Vessel ‘Odyssey.’ The experience will feature 576 speakers, which create an experience where sound field synthesis technology allows guests to follow various sounds as they move around them in the Odyssey. Once they have travelled through Odyssey they will arrive at ‘Dreamscape,’ a performance space designed specifically for Khalid and some special guests.
There will also be an event to launch a Lost in Music video series in New York in February 2018, and the Odyssey and Dreamscape experiences will travel to South by Southwest (SXSW) Conference & Festivals in Austin, Texas, from 15th – 16th March 2018.
The new VR music video from Khalid will debut on 15th March 2018, at SXSW. The video will then be available on the PlayStation Store from spring 2018 to be enjoyed on PlayStation VR. No specific release date or pricing details have yet been made available.
“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, 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,” said Khalid.
“Lost in Music aims to deliver unique experiences combining technologies and music as only Sony can,” said Midori Tomita, VP in charge of UX Business Development, Brand Strategy of Sony Corporation. “We are thrilled to have this opportunity to work with Khalid, who was recently nominated for five Grammy Awards, including best new artist. His unique talents are truly highlighted in this latest instalment of our Lost in Music brand campaign, and we are confident that music fans who experience either the concert events or the VR music video will be wowed.”