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February 15, 2017
Company Announces Collaboration with The Chainsmokers for Brand Campaign
Sony Corporation has launched a brand campaign, called "Lost in Music" that will deliver new music experiences to fans utilizing Sony's suite of latest technologies. Sony will collaborate with Grammy Award winning duo The Chainsmokers and emerging artists to explore brand new music experiences enabled by the combination of music and virtual reality (VR). The "Lost in Music" campaign was kicked off with an event in Los Angeles, CA, on January 13.
On January 27, The Chainsmokers announced that the duo will collaborate with Sony to create a virtual reality music video for their latest single, "Paris." The video, which is currently being produced exclusively for PlayStation®VR, a virtual reality system for PlayStation®4, will debut at SXSW on March 15, and will then be available on the PlayStation®Store in spring 2017. With "Paris," PlayStation®VR users will be able to feel as if they are physically inside the musical and visual world of The Chainsmokers in a way that was never possible before.
"We are excited to work with The Chainsmokers who just received the 59th Annual Grammy Award for Best Dance Recording on the "Lost in Music" campaign. Sony is always pursuing new ways to move people emotionally, what we call as `Kando' in Japanese. With "Lost in Music," we aim to create an immersive experience by combining music and virtual reality in a way that only Sony can," said Kazuo Hirai, President and CEO of Sony Corporation. "Virtual reality has already demonstrated that it can change the way that games are experienced. We wanted to take that one step further and demonstrate a completely new dimension of entertainment. Through VR technology, not only do the fans feel like they are in the music video, they feel like they are part of the performance."