In 2020, MBW broke the news that Sony Music was forming a team “dedicated to reimagining music through immersive media” – using the Unreal Engine from Fortnite maker Epic Games.
In January of the following year, Sony America established a new subsidiary called “Sony Immersive Music Studios” in Los Angeles to focus on “developing immersive music experiences through the power of creativity and technology.”
The first project from the then-new Los Angeles-based Sony Immersive Music Studio division was exclusively revealed via a virtual edition of the CES 2021 tech conference: Singer-songwriter Madison Beer, signed by Epic Records and Verizon, presented songs from her debut album, Life protection.
The division is led by digital entertainment veteran Brad Spahr, who is an “award-winning developer of next-generation experiences at the intersection of music, immersive reality and gaming,” according to Sony.
Now, Sony Music is back at CES, this time in person in Las Vegas, to showcase how it’s developing what it calls “new opportunities for artists to create using game engines to expand their engagement with fans across gaming platforms and other entertainment environments.” Interactive” and virtual production technology.
This week in Las Vegas, Sony Music is showcasing three applications for what it calls “next-generation immersive music experiences” as part of a wider Sony Group show.
These projects are led by the Sony Immersive Music Studio team.
One of the projects is Journey Through Jericho, a new Fortnite Island based on the song’s music video Jericho Artwork from Columbia Records artist Iniko, created using Sony’s virtual production capabilities and the Fortnite (UEFN) Unreal Editor from Epic Games/Unreal Engine.
The game uses a digital backdrop for a music video that was shot on Sony Pictures’ LED virtual production stage built by Sony Innovation Studios in Fortnite using Unreal Engine’s UEFN community development tools.
Sony also unveiled Nitewave, a new music-themed island in Fortnite where players can team up in the Capture the Flag game to control a soundtrack of songs from Sony Music artists.
It’s produced by Sony Immersive Music Studios and was also created using Fortnite’s (UEFN) Unreal Editor.
Additionally, Sony showed off a Roblox-based project called “AVNU: Where Music Meets,” which is described as “a music destination for Roblox centered around music-related gameplay, challenges, and virtual goods collection. “
The project features music from Sony Music talent including Arista Records artist Paul Russell.
Sony also held a press conference in Las Vegas with speeches from Kenichiro Yoshida, chairman and CEO of Sony Group Corporation, and Jon Platt, chairman and CEO of Sony Music Publishing.
Commenting on the Journey Through Jericho project, Columbia Records artist Iniko said: “It’s great to be the first music artist to use Sony’s virtual production stage. When I was writing the treatment for the video, it was important that the city had a strong influence on me. It’s true to the description: dystopian and barren; it’s so cool to see it come to life. It’s basically a giant sphere where the city is placed.
Iniko added: “I really want to branch out more into gaming. I think it’s a great way to expand my songcraft Jericho and a great way to get people involved. Jericho world. “
Relevant music events from Sony Music in the immersive space over the past few years include Fortnite’s Travis Scott and Fortnite’s Lil Nas X (Lil Nas X) et al.global music business