To unite Sony’s myriad brands and services better under its master brand, the company has tasked UK agency Ralph Creative with using the musicians under Sony Music to build stories around its tech products.
The Lost in Music campaign is now in its third iteration and this time finds itself in New York as a 12-week immersive music and tech experience.
The space is a physic version of music editing software, allowing people to create a personalised song by layering up sounds as they move through different rooms. The first room, the heartbeat chamber, sets the BPM of the song by listening to the person’s heartbeat. Following this is an interactive dancefloor sequencer, drum spheres, a vocal booth and a theremin.
During the process of making the song, a camera tracks the motion and a personalised song and video are created at the end so that visitors can share it on social media.
Key to the whole campaign is a series of intimate gigs that help encourage people to attend the venue. Alongside the gigs, a video series is being created weekly, interviewing the artists and sharing the content to an audience outside New York.
Chris Hassell, founder of Ralph Creative, told The Drum that a lesson from earlier versions of the Lost in Music events was that it wanted to make something that lasted longer and reached more fans that couldn’t physically attend.
“With the video series, the great thing is that we can go through it with the artists and talk about the cool stuff Sony is doing as a master brand. We have built the space like a TV studio because with earlier versions, we had huge peaks but it felt a bit bonkers to have a huge event and nothing for months after. Having it there for 12 weeks means it gets known for being there, so we’ve had loads of influencers coming by already,” he said.
Hassell also said that a lot of the aspects of the campaign this time around are more easily replicated, creating more of a template for Sony to continue to integrate its brands and tell the story of its master brand. For example, Sony Pictures was brought into the fold recently when it discussed the Spider-Verse film on the weekly show.
An unusual aspect of the project is the global nature of how it’s being run. Much like Coca-Cola’s approach to partner selection from Singapore, in which it said that it was geography agnostic, Ralph and Sony work across three markets together.
Sony sits in the Tokyo HQ, while Ralph Creative is headquartered out of London, with an LA and New York office. Hassell said the relationship works well, despite time differences and distance, particularly when Sony’s US-based marketers also team up with its US office.