Sony Corp has unveiled an immersive new music experience, 360 Reality Audio.
Launched at CES 2019 in Las Vegas, 360 Reality Audio is delivered by Sony’s object-based spatial audio technology.
Sony is working with major music labels and DSPs, including Deezer, Qobuz and Tidal, to provide the technology for building a musical ecosystem around 360 Reality Audio.
The audio format makes it possible for artists to create a 360-degree musical experience by mapping sound sources such as vocals, chorus and instruments with positional information. Sony Corp has partnered with Live Nation venues to capture audio from gigs by The Wombats, AJR, Good Charlotte, Kodaline and more to be announced.
Sony Music Entertainment CEO Rob Stringer appeared at CES 2019 and confirmed plans to release titles from the major’s catalogue in 360 Reality Audio.
Dennis Kooker, president, global digital business & US Sales, Sony Music Entertainment, said: "Sony Music is pleased to be partnering with Sony Corporation to support the growth of 360 Reality Audio. We are long-running believers in high quality audio solutions that enhance the listening experience for consumers, and this three-dimensional sound format is an exciting new option for fans seeking a more immersive way to hear their favorite music. We look forward to working with a growing number of digital service providers to make songs from our artists available for streaming in 360 Reality Audio."
Ole Obermann, chief digital officer & EVP, Business Development, Warner Music Group, added: "We are always looking for new ways to amplify our artists' music, and fostering a diversity of listening options is great for our artists and their fans. Sony's immersive audio tier will add a new dimension to streaming services and offers music lovers a high quality experience they won't get elsewhere. We are impressed with what we have heard so far, and happy to support the launch of this new technology."
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