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Brief Published: 27 Mar 2018

Aspirational Appeal: Sony’s Immersive Music Experience

Sony Music Experience

The Sony Music Experience, a six-week pop-up event at the electronics company’s New York showroom Sony Square, takes interactive music experiences to a new consumer-friendly level of immersion.

Visitors can unleash their inner rock star at kiosks offering recording studio-style tasks, with digital rewards optimised for social media sharing.

Three stations offer activities intended to evoke a day in the life of a Sony Music artist. At individual recording booths, visitors can choose from one of 10 songs to sing karaoke-style. A video station lets fans film themselves dancing in American pop singer Meghan Trainor’s music video “All About That Bass”. And there’s a photo-shoot pod where guests can pose for the cover of American hip-hop artist DJ Khaled’s album Major Key. Participants receive digital files of their involvement to upload to social media. See also Social Media to Store

There’s also a trove of memorabilia on display from Sony Music’s top artists. Pieces range from autographed instruments and album covers to polaroids and hand-written lyrics. Before leaving, visitors can stop at a shop selling limited-edition apparel and a listening station equipped with select tracks on vinyl. The event runs until April 25.

For more on music-focused retail activations, see Fan-Tailing: Tour Merchandise Pop-Ups and Sonos x Gorillaz Spirit House: Immersive Contextual Sponsors.

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