Sony continues its “Lost in Music” campaign with a pop-up experience in SoHo. The temporary installation invites guests to create music out of their own heartbeat, view weekly online shows, attend private concerts and try Sony products. The experience culminates in two nights of live performances at Sony Hall, which will take place on February 7 and 10.
“Lost in Music” will debut an interactive song creation experience that yields different results for each visitor. As guests explore the installation and interact with technology, it observes their body language and translates it into a musical track. The song is then matched to the rhythm of the guest’s heartbeat to create a personalized track for download.
Intimate concerts will be hosted each week that feature artists from Sony Music. The first artist to be announced is rapper A$AP Ferg, who played Sony’s Lost in Music event at SXSW 2017.
The branded pop-up space will also host weekly “Lost in Music” shows which will be streamed on the campaign’s website. Weekly shows will include artist interviews and concerts with Sony Music artists, as well as news around music and technology.
Sony hopes to engage wider global audiences with its weekly shows, delivering a message that “technology and music, when combined, can deliver the unique experience.”
Consumers can visit the installation at 201 Mulberry St. in NYC from November 15 to February 10. It will be free and open to the public from Thursday to Sunday, 12:00-10:00 p.m.
“Lost in Music” was designed to create deep consumer connections with music through the use of technology, according to Midori Tomita, Sony Corporation’s vice president in charge of brand communication. The campaign debuted in January 2017 with a virtual reality music video by The Chainsmokers, Vanic and Lost Kings. The VR experience debuted at SXSW and later became available on PSVR. For the second “Lost in Music” installment in January 2018, Sony teamed up with Khalid for another VR music video and SXSW experience. The SoHo pop-up and weekly series take this campaign in a different direction, allowing Sony to engage consumers in person but also online with evergreen content.
This brand message echoes that of The Sony Music Experience this spring—a marketing mission statement the brand calls kando. This Japanese term refers to emotional involvement that explains Sony’s recent push for experiential.
Sony was not immediately available for comment.