A Look Inside Sony Music Immersive Tech Day in London

• A Look Inside Sony Music Immersive Tech Day in London
• Nov 15, 2024

Check out the various ways we're leading the way in next-generation immersive technologies for artists.

At Sony Music we're helping growing numbers of artists develop innovative opportunities that blend music and gaming to meet fans where they're at.

On October 22, we held a 90-minute showcase at our offices in London highlighting a range of ways we work to support talent in pushing creative boundaries, reaching expanded audiences, and engaging more fans across platforms like Fortnite, Roblox and more.

From producing virtual performances using technology from Epic Games, including a performance from Myles Smith created in Fortnite, to developing opportunities for fans to follow their favorite artists and collect limited-edition virtual merch, we believe there's significant growth potential in these opportunities.

We do this through:

• Technology leadership: Through our Sony Immersive Music Studios (Sony IMS) division, we've built dedicated in-house skills to maximize opportunities for our artists in next-generation entertainment. Sony IMS collaborates with Sony Music labels and talent, as well as technology leaders and startups at the intersection of music and gaming to create all-new music experiences for the latest platforms.

• World-class collaborations: We are advancing music innovation through our expertise and relationships with industry leaders such as Epic Games and Roblox, along with cutting-edge startups like Move AI. By utilizing state-of-the-art creator tools and platforms, we support artists in achieving their vision and exploring new commercial opportunities.

• Wider Sony partnerships: Offering our talent unique access to the Sony Group companies is core to the value we provide. In immersive entertainment, we've helped them access Sony cameras for content creation and Sony virtual production capabilities via Pixomondo to build worlds for music videos and games. We also collaborate with Sony Interactive Entertainment to keep exploring new horizons for music and gaming, and to get more music into games.

• Creation at music speed: Because of our unique capabilities, we're able to assist Sony Music artists in working at a speed, scale, and cost-efficiency not historically available in development for areas like games, avatars, performance capture and virtual production. This means that we can help our talent create high-quality assets for music videos and gaming platforms in as little as a matter of weeks.

Through our ongoing development efforts across this space, we're leading the way in establishing effective and repeatable models to connect artists with a new generation of fans.

Read more case studies about how these efforts are coming to life here, and watch the event's opening sizzle, below.