Sony is using its music artists and cutting edge tech to bring new brand experiences to consumers

The music and technology brand Sony has jumped into the world of experiential pop-ups with the launch of a Lost in Music immersive space in New York.

Now in its third year, Lost in Music unites Sony Music artists with Sony technology to produce unique music experiences for visitors who can create a personalised song based on the beat of their own hearts.

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

The experiential installation in New York analyses the way each attendee moves and interacts with the technology throughout the space, combining it with the rhythm of their own heartbeat and adding musical components to create a unique, downloadable track.

Meanwhile, a camera on stage will record your movements. This is then combined with the finished track to create a shareable music video. Guests can also get hands-on with the latest Sony products and tune into the Lost in Music weekly online show to watch exclusive sets, interviews and tech highlights.

“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 of Ralph Creative, the team behind Lost in Music.

“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.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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